A.  F.  Lange 


ion  Department 


MODERN  BUSINESS  WRITING 


MODERN  BUSINESS 


A  STUDY  OF  THE  PRINCIPLES 

UNDERLYING  EFFECTIVE  ADVERTISEMENTS 

AND  BUSINESS  LETTERS 


BY 
CHARLES  HARVEY  RAYMOND,  A.B.,  HARVARD 

In  charge  of  Instruction  in  English  in  Business  Practice, 
University  of  California 


NEW  YORK 
THE  CENTURY  CO. 

1921 


Copyright*  1921,  by 
THE  CENTURY  Co.    . 


r 


FOREWORD 

The  power  consistently  to  make  an  effective  appeal  is  the  distinguishing 
characteristic  of  the  successful  writer  of  modern  business  letters  and 
advertisements.  It  is  possible  to  write  an  appeal  that  is  constantly  ef- 
fective, rather  than  occasionally  effective,  only  by  basing  the  appeal 
upon  a  practical  and  definite  plan,  worked  out  in  accordance  with  an 
analytical  study  and  a  systematic  application  of  the  underlying  prin- 
ciples which  the  experience  of  business  men  in  thousands  of  selling  cam- 
paigns has  proved  to  be  fundamental. 

These  fundamental  principles  underlying  the  selling  appeal  are  dis- 
cussed and  analyzed,  step  by  step,  in  the  first  chapters  of  this  book. 
Their  practical  application  is  made  clear  by  the  analyzing  of  a  large 
number  of  business  letters  and  advertisements  which  are  quoted  for 
purposes  of  illustration.  This  procedure,  which  is  followed  throughout 
the  book,  gives  to  the  discussion  a  highly  practical,  rather  than  a  merely 
theoretical  value.  Literally  thousands  of  business  letters  and  adver- 
tisements, embodying  the  practice  of  many  of  the  most  successful  Ameri- 
can business  concerns,  have  been  carefully  studied  in  selecting  the 
specimens  quoted. 

With  the  recognition  of  the  importance  of  advertisements  as  an  es- 
sential and  highly  important  factor  in  distribution,  has  come  a  more 
belated  recognition  of  that  other  highly  important  factor  in  distribu- 
tion— the  business  sales  letter.  Attention  is  just  now  being  generally 
turned  to  the  rich  possibilities,  heretofore  almost  neglected,  of  effecting 
sales  direct-by-mail.  The  sales  letter  is  now  regarded  as  a  highly  im- 
portant factor  in  distribution  because,  in  many  lines  of  business,  it  offers 
a  remarkably  simple  and  undoubtedly  effective  means  of  making  a  direct 
and  personal  selling  appeal  by  the  outlay  of  a  relatively  small  expendi- 
ture. The  experience  of  an  increasing  number  of  concerns,  and  among 
them  many  small  concerns  that  can  not  afford  the  outlay  in  cash  neces- 
sitated by  an  advertising  campaign,  affords  ample  proof  that  the  di- 
rect-by-mail selling  campaign,  if  carefully  planned  and  effectively  exe- 
cuted, is  highly  profitable. 


562:* 


FOREWORD 

*:,,:  /A . 

However,  the  effort  in  the  sales  letter  is  not  always  directed  toward 
effecting  an  immediate  sale.  A  large  number  of  firms,  including  many 
of  the  big  organizations  whose  individual  expenditures  mount  upwards 
into  a  hundred  thousand  dollars  a  year,  are  employing  the  sales  letter 
as  a  means  of  supplementing,  and  not  as  a  means  of  supplanting,  the 
selling  effort  put  forth  in  their  advertisements  in  magazines,  in  news- 
papers, in  periodicals,  and  on  billboards.  These  concerns  are  employ- 
ing business  letters  to  the  jobber,  or  to  the  dealer,  as  a  means  of  paving 
the  way  for  the  visit  of  their  salesman ;  they  are  employing  business  let- 
ters to  the  individual  prospect  as  a  means  of  bringing  new  customers 
to  the  dealer's  door,  or  as  a  means  of  clinching  the  prospect's  interest 
already  awakened  by  advertisements  in  the  magazines  or  elsewhere; 
they  are  employing  business  letters  to  the  salesman  as  a  means  of  stimu- 
lating his  interest  in,  and  his  knowledge  of,  the  product  he  is  selling; 
they  are  employing  them  as  a  means  of  educating  him  in  the  most  effec- 
tive selling  appeals^  as  a  means  of  keeping  him  constantly  in  touch  with 
his  firm  and  as  a  means  of  keeping  his  enthusiasm  at  high  pitch. 

Of  all  classes  of  business  letters,  the  last  class  to  win  recognition  is 
the  so-called  routine,  or  " everyday,"  letters  of  business,  that  is,  letters 
acknowledging  orders,  letters  acknowledging  inquiries,  letters  adjust- 
ing complaints,  letters  collecting  overdue  accounts,  etc.  Inasmuch  as 
these  letters  are  written  to  the  firm's  customers,  to  those  already 
directly  and  vitally  interested  in  the  product,  they  are  now  coming  to 
be  regarded  as  of  the  very  first  importance.  The  future  orders  placed 
or  withheld  by  these  customers  determine  in  a  large  measure  the  success 
or  failure  of  the  firm.  Therefore  the  time  is  fast  passing  when  letters 
of  everyday  correspondence,  addressed  to  customers  or  to  interested 
prospective  customers,  can  be  written  in  a  routine  way.  Business  men 
are  insisting  that  it  takes  something  more  than  the  mere  omission  of 
certain  "hackneyed  words  and  phrases"  to  make  highly  effective  every- 
day letters  of  business. 

These  everyday  letters,  in  fact,  are  now  generally  regarded  in  the 
light  of  sales  letters,  and,  as  demanding,  as  such,  the  same  careful  study 
and  attention  that  are  given  to  any  other  sales  letters.  The  adjustment 
letter  is  properly  regarded  as  a  sales  letter  in  that  it  is  the  effort  of  the 
correspondent  not  only  to  adjust  the  difficulty  but  also  to  "re-sell"  the 
dissatisfied  customer,  that  is,  to  re-establish  the  customer's  confidence 
in  the  product  and  in  the  concern,  to  the  end  that  future  sales  will 


FOREWORD  vii 

result.  The  collection  letter  is  properly  regarded  as  a  sales  letter  in 
that  it  is  the  effort  of  the  correspondent  not  only  to  collect  the  money 
due  but  to  collect  it  without  losing  the  customer's  goodwill,  or,  better, 
to  collect  it  in  such  a  way  that  the  goodwill  of  the  customer  will  be  even 
more  firmly  established  than  ever.  The  order  letter  is  properly  re- 
garded as  a  sales  letter  in  that  it  is  the  effort  of  the  correspondent  not 
only  to  acknowledge  the  order  in  question  but  also  to  create  confidence 
that  will  result  in  future  orders,  and  to  impress  upon  the  customer  a 
realization  of  the  spirit  of  courtesy  and  of  the  spirit  of  service  that 
actuate  the  firm. 

Because  these  everyday  letters  embody  every  element  of  the  effective 
selling  appeal,  it  seems  to  be  rational  and  proper  to  introduce  them  after 
a  discussion  of  the  selling  appeal,  rather  than  prior  thereto.  They  are, 
therefore,  dealt  with  in  Part  II.  This  logical  arrangement  is  based  upon 
the  sound  premise  that  no  correspondent  unfamiliar  with  the  underly- 
ing principles  of  the  selling  appeal  can  write  everyday  letters  in  the 
effective  way  that  a  good  business  policy  dictates  they  shall  be  written. 

The  last  two  chapters  are  devoted  to  the  make-up  of  the  letter  and 
to  excerpts  quoted  from  House  Instructions  to  Correspondents  that  have 
been  issued  by  several  representative  American  business  concerns.  The 
person  without  experience  in  business  correspondence  may  begin  with 
a  study  of  this  section;  for  others,  it  will  serve  for  purposes  of  refer- 
ence. 


ACKNOWLEDGMENT 

Special  acknowledgment  for  assistance  in  the  preparation  of  this 
volume  is  due  my  father,  Colonel  Henry  I.  Raymond,  for  his  consistent 
and  loyal  cooperation  over  a  period  of  more  than  a  year. 

The  writer  is  also  pleased  to  acknowledge  his  obligation  to  Professor 
W.  K.  Smart  of  Northwestern  University  for  his  helpful  suggestions 
and  criticisms. 

A  very  large  number  of  American  business  concerns  have  contributed 
copies  of  their  letters  and  advertisements,  and  have  offered  suggestions 
born  of  years  of  successful  selling  experience.  To  them  I  extend  my 
heartfelt  thanks;  without  their  cordial  cooperation  the  volume  could  not 
have  been  written.  In  particular  I  am  indebted  to  The  Goodyear  Tire 
and  Rubber  Company,  for  many  ideas  embodied  in  the  chapters  on 
Everyday  Letters. 

Unfortunately  the  limitations  of  space  prevent  my  acknowledging 
individually  the  assistance  from  all  other  sources.  The  following  list  is 
therefore  by  no  means  inclusive: 

The  B.  F.  Goodrich  Company 

The  International  Harvester  Company 

The  Monroe  Calculating  Machine  Company 

The  Hampshire  Paper  Company 

The  Sherwin-Williams  Company 

Fayette  B.  Plumb,  Incorporated 

W.  B.  Raymond,  of  the  Ramsay  Oppenheim  Company 

Clark  Wing,  of  the  Folger  Coffee  Company 

Miss  Henrietta  Schlesinger,  a  former  student  of  the  author's 

The  Hudson  Motor  Car  Company 

The  Beech-Nut  Packing  Company 

The  Angier  Chemical  Company 

The  Pierce-Arrow  Motor  Car  Company 

The  Burroughs  Adding  Machine  Company 

The  Multigraph 

The  Columbia  Graphophone  Company 

The  Norton  Company 

ix 


ACKNOWLEDGMENT 

Montgomery  Ward  &  Company 

The  Harvey  Glove  Company 

The  Chalmers  Motor  Company 

The  Crane  Company 

Lord  &  Thomas 

The  Cadillac  Motor  Car  Company 

The  Shaw- Walker  Company 

The  Aunt  Jemima  Mills  Company 

The  H.  K.  McCann  Company 

The  New  Durco  Manufacturing  Company 

The  Packard  Motor  Car  Company 

The  Indian  Packing  Corporation 


CONTENTS 


PART  I.  THE  SELLING  APPEAL 

CHAPTER  PAGE 

I    THE  PROSPECT 5 

II    THE  PRODUCT 19 

III  THE  CENTRAL  SELLING  POINT 35 

IV  SUGGESTION:  THE  PRINCIPLES  OF  THE  APPEAL 45 

V  SUGGESTION:  THE  APPLICATION  OF  THE  PRINCIPLES  OF  THE  AP- 
PEAL        59 

VI     INSTINCTS 79 

VII     DELIBERATION 95 

VIII     THE  CHOICE  OF  THE  APPEAL Ill 

IX     THE  STEPS  OF  THE  SELLING  APPEAL 119 

X     THE  REASON  WHY  APPEAL 127 

XI    THE  SHORT  CIRCUIT  APPEAL 143 

XII     THE  BEGINNING 157 

XIII  DESCRIPTION  AND  EXPLANATION 167 

XIV  PROOF        191 

XV    PERSUASION 203 

XVI     INDUCEMENT 213 

XVII     THE  CLINCHER 227 

XVIII     THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 239 

XIX    THE  TONE  OF  THE  SELLING  APPEAL 259 

XX    FOLLOW-UP  LETTERS 277 

XXI    BUSINESS  LETTERS — MISCELLANEOUS 299 

XXII    ADVERTISEMENTS — MISCELLANEOUS 309 

PART  II.     EVERYDAY  LETTERS 

XXIII  WRITING  THE  EVERYDAY  LETTERS 323 

XXIV  LETTERS  OF  PERSONAL  INFORMATION 329 

XXV    LETTERS  OF  INQUIRY 339 

XXVI  ORDER  LETTERS  WRITTEN  BY  THE  BUYER     ,                                 .   347 


CONTENTS 

CHAPTER  PAGE 

XXVII     ORDER  LETTERS  WRITTEN  BY  THE  SELLER 355 

XXVIII    ADJUSTMENT  LETTERS   .           373 

XXIX     CREDIT  LETTERS  ...           401 

XXX    COLLECTION  LETTERS  • 415 

XXXI    HOUSE  INSTRUCTIONS  TO  CORRESPONDENTS 437 

XXXII    THE  MAKE-UP  OF  THE  LETTER 453 

INDEX  .                                                                                               .  471 


MODERN  BUSINESS  WRITING 

PABT  I 
THE  SELLING  APPEAL 


CHAPTER  I 

THE   PROSPECT 

OUTLINE 

(I)   In  writing  the  business  letter,  or  advertisement,  no  less  than  in  making 

the  "sales  talk,"  the  needs,  desires,  and  interests  that  are  the  direct  result 

of   circumstances   surrounding   the   prospect,    dictate   both   the  selection 

of  selling  arguments  and  the  way  in  which  they  are  developed. 

(II)   Information  bearing  upon  the  individual"  prospect  may  be  had  from: 

(a)  Information  cards  filled  out  by  salesmen. 

(b)  Conferences  with  salesmen. 

(c)  The  dealer. 

(d)  Selling  experience  of  the  writer. 

(e)  Past  correspondence  with  the  prospect. 

(III)  Information  bearing  on  the  prospect  when  he  is  a  member  of  a  class 
(lawyers,  doctors,  farmers,  etc.),  that  has  certain  needs  and  interests  in 
common,  may  be  had  from : 

(a)  Talking  with  members  of  that  class. 

(b)  Selling  experience  of  the  writer. 

(c)  Trade  journals  having  a  bearing  upon  any  given  class  of  pros- 
pects,  and  newspapers  published  in  the  various  sections  of  the 
country  from  which  orders  come. 

(IV)  Knowledge  of  human   nature  aids  the  writer  in   determining  the  most 
effective  means  of  appeal. 


Modern  Business  Writing 

CHAPTER  I 

THE   PROSPECT 

"Every  man  is  the  center  of  his  own  particular  universe.  His  interests 
are  first.  To  sell  him  on  any  important  matter,  you  have  got  to  base  your  appeal 
on  him,  what  he  likes,  what  his  ideas  are." — Judson  McGee,  President  and 
General  Manager,  New  Durco  Manufacturing  Company. 

"The  safest  way  is  to  meet  in  person  the  average  person  whom  one  meets 
in  print.  A  house-to-house  canvass  develops  selling  arguments  quicker  than 
anything  else." — Lord  &  Thomas,  "Real  Salesmanship  in  Print." 


A  CORRESPONDENT  who  had  been  trying  without  success  to  sell 
a  farm  tractor  to  a  rancher  in  the  Santa  Clara  valley,  California, 
learned  that  the  prospect  was  the  father  of  a  boy  about  15  years  of  age. 
The  following  sales  appeal,  directed  at  the  rancher's  interest  in  his  boy, 
sold  the  tractor : 

The  tractor  tends  to  keep  your  boy  on  the  place.  In  fact,  it 
gives  you  an  EXTRA  MAN,  because  a  15-year-old  boy  who  can't 
handle  a  four-horse  team  can  handle  the  Bean  Track-pull  Tractor. 

Now  a  boy  hates  to  take  care  of  horses  but  likes  to  drive  a 
machine ;  so  instead  of  horses  sending  him  off  to  the  city  for  more 
interesting  work,  the  tractor  keeps  him  at  home  and  you  and  the 
good  wife  have  him  near  you.  The  secret  is  that  you  have  given 
him  an  interesting  new  productive  ability  that  pleases  him,  be- 
cause it  makes  him  feel  that  he  is  useful,  that  he  is  adding  to  the 
earning  power  of  the  land.  Boys  don't  want  "city  life"  so  much 
as  they  want  an  INTERESTING,  USEFUL  occupation. 

In  the  light  of  his  own  personal  needs  and  desires,  each  individual 
prospect  classifies  products  that  he  is  asked  to  buy.  Products  that  en- 
able him  to  meet  a  need,  he  automatically  classifies  as  necessary ;  products 
that  enable  him  to  gratify  a  desire,  as  desirable.  Products  that  come 
neither  in  the  one  catagory  nor  in  the  other,  he  classifies  as  unnecessary 
or  undesirable.  His  interest  in  your  selling  appeal  is,  necessarily,  a 

5 


6  THE  SELLING  APPEAL 

selfish  interest.     Its  shibboleth:     "Wherein  does  the  product  meet  my 
need  or  gratify  my  desire  ? ' ' 

The  selling  appeal,  therefore,  must  invariably  be  expressed  in  terms 
of  the  prospect's  individual  needs  and  desires.  Your  problem,  first,  is 
to  determine  definitely  the  dominant  interest  of  the  prospect  in  ques- 
tion, and,  then,  to  emphasize  that  merit  of  your  product  which  will  meet 
most  directly  this  particular  interest. 

''What  is  the  prospect  interested  in?"     "What  are  his  needs  ?"- 
"his  desires?" — "his  daily  problems?" — "What  prejudices  of  his,  if 
any,  must  I  remove  before  I  can  induce  him  to  buy  my  product,  or  accept 
my  proposal  ? ' ' 

Before  the  selling  appeal  can  be  planned,  these  questions  must  be  an- 
swered. And  when  they  are  answered  with  some  degree  of  accuracy, 
then  will  the  appeal  really  strike  home.  If  you  show  the  prospect 
definitely  that  your  product,  or  your  proposal,  will  enable  him  to  realize 
a  larger  financial  return  on  his  business  investment,  or  will  add  to  his 
comfort  or  convenience,  or  will  solve  any  of  the  problems,  or  overcome 
any  of  the  obstacles,  that  daily  confront  him,  he  will  give  you  his  order, 
or  will  agree  to  your  proposal. 

The  circumstances  surrounding  the  prospect  thus  dictate  both  the 
selection  of  the  selling  argument  and  the  manner  in  which  it  is  to  be 
developed.  No  efficient  salesman,  and  no  efficient  sales  correspondent, 
would  think  of  making  the  selfsame  sales  appeal  to  the  cross-roads  grocer 
who  has  little  competition  and  to  a  grocer  in  a  large  city  where  compe- 
tition is  keen ;  to  a  doctor  and  to  a  lawyer ;  to  a  man  whose  hobby  is  base- 
ball and  to  a  man  who  is  keenly  interested  in  grand  opera.  No  efficient 
credit  manager  would  think  of  making  by  word  of  mouth  or  by  letter 
the  selfsame  appeal  for  the  payment  of  an  overdue  account  to  a  man 
whose  credit  standing  was  doubtful  and  to  an  old  customer  who,  up  to 
that  time,  had  always  paid  his  bills  promptly. 

Modern  business  correspondents,  and  advertisers,  recognize  this  bald 
fact,  and,  recognizing  it,  plan  their  appeal  on  the  following  basis : 

(1)  Know  your  prospect. 

(2)  Know  your  product. 

(3)  Match  the  needs,  or  desires,  of  your  prospect 

(a)  with  a  merit  of  your  product,  i.  e.,  with  endurance,  su- 
perior flavor,  economy  .of  operation,  or  other  factor  of 
merit;  or, 


THE  PROSPECT  7 

(b)  with  the  argument  you  employ  in  influencing  him  to  ac- 
cept your  proposal,  i.  e.,  with  an  argument  that  will  in- 
fluence him  to  pay  his  overdue  account,  or  to  accept  a 
reasonable  adjustment  of  his  complaint,  etc.,  as  the  case 
may  be. 

The  personal  tone  in  the  following  letter  is  due  in  large  measure  to 
the  fact  that  the  correspondent  was  equipped  with  an  intimate  ac- 
quaintance with  the  circumstances  surrounding  the  prospect  in  ques- 
tion: 

Hill  &  Homans, 
Oskadalia,  Washington. 
Gentlemen : 

When  Bud  Dolan  drives  in  on  the  stage  from  Short  Plains 
tomorrow  morning,  with  a  broken  spring  part  on  a  disk  leveler, 
you  are  going  to  remember  what  I  wrote  you  last  fall  about  our 
new  San  Francisco  branch  and  warehouse. 

From  three  to  four  weeks  is  entirely  too  long  to  expect  a  cus- 
tomer to  wait  for  a  new  part  like  that  at  this  season  of  the  year 
in  Washington.  Of  course  it  may  not  be  a  spring  part  and  it 
may  not  be  tomorrow  morning,  but  you  are  getting  the  call  for 
parts  now  every  day,  and  service  is  an  important  feature  to  your 
trade. 

In  fact  Dave  Russell,  our  man  in  your  State,  tells  me  that 
there  are  quite  a  few  people  already  in  your  territory  who  are 
going  40  miles  to  Canisteo  to  get  the  more  prompt  service  our  re- 
tailer there  is  now  able  to  offer  because  of  our  San  Francisco 
branch. 

Dave  Russell  will  be  in  Oskadalia  about  the  twentieth  and  when 
he  arrives  I  want  you  to  let  him  explain  how  promptly  we  are 
getting  our  shipments  into  Washington. 

I  guess  I  can  leave  it  to  Dave  to  tell  you  how  much  better  and 
more  complete  our  line  is  than  any  other  in  the  field.  I  do  want 
to  tell  you  personally,  however,  .that  the  New  Durco  's  line  is  not 
only  a  shade  better  in  any  respect  you  can  mention,  but  that  our 
service  is  50  per  cent  better. 

With  the  county  seat  now  located  at  Oskadalia,  you  are  well 
on  the  road  to  a  much  larger  town  and  a  bigger  volume  of  coun- 


8  THE  SELLING  APPEAL 

try  trade.  The  New  Durco  Company's  line  will  be  an  asset  to 
you  in  handling  this  bigger  business.  As  you  know,  I  am  here 
on  the  job  at  the  factory  all  the  time  and  can  promise  you  the 
personal  attention  a  business  like  yours  needs  at  headquarters. 

Information  of  the  definite  sort  employed  in  the  above  letter  is  most 
readily  supplied  the  correspondent  by  the  salesman.  A  large  number 
of  concerns  therefore  require  their  salesmen  to  fill  out  on  cards  pro- 
vided for  the  purpose  information  bearing  upon  each  individual  pros- 
pect and  customer,  to  which  the  correspondent  may  easily  refer.  This 
information,  when  the  prospect  is  a  dealer,  will  give  the  size  of  his 
business,  the  sort  of  competition  he  is  facing,  the  nature  of  the  demands 
made  upon  him  by  his  customers,  his  business  methods  and  habits,  his 
income,  the  size  of  his  family,  his  personal  interests,  i.  e.,  his  " hobbies," 
and  any  similar  data  which  will  enable  the  correspondent  to  have  a  fair 
insight  into  the  personality,  into  the  needs,  of  the  man  to  whom  he 
writes. 

The  salesman,  indeed,  since  he  comes  into  close,  personal  contact 
with  the  various  dealers,  is  often  in  a  position  to  suggest  for  the  cor- 
respondent's use  sales  arguments,  and  methods  of  appeal,  that  will  be 
effective.  The  correspondent  should  therefore  keep  in  close  touch, 
should  confer  frequently,  with  the  man  on  the  road;  the  relation  be- 
tween correspondent  and  salesman  should  be  that  of  two  men  who  are 
working  together  in  harmony  toward  a  common  goal,  the  efforts  of  each 
supplementing  the  efforts  of  the  other  in  closing  the  sale,  and  in  estab- 
lishing good-will  that  will  result  in  future  sales. 

Information  furnished  by  the  salesman  often  enables  the  corre- 
spondent to  build  up  good-will  by  developing  a  spirit  of  cooperation  be- 
tween the  dealer  and  the  house : 

Dear  Sir: 

It  is  indeed  a  pleasure  to  learn  through  our  Mr.  Johnson  that 
you  have  moved  your  paint  stock  to  the  front  of  your  store.  We 
certainly  appreciate,  Mr.  Anderson,  this  splendid  move  on  your 
part.  Lots  of  goods  are  sold  by  suggestion,  and  this  is  especially 
true  of  Paints  and  Varnishes.  You  will  be  surprised  at  the  sales 
you  undoubtedly  will  put  over  as  a  result  of  the  prominent  posi- 
tion you  are  giving  your  paint  stock. 


THE  PROSPECT  9 

We  hope  that  your  business  is  holding  up  nicely  in  all  lines 
and  we  assure  you  that  it  is  our  desire  at  all  times  to  be  of  any 
assistance  to  you  that  we  can  be. 

The  following  letter,  establishing  between  correspondent  and  dealer 
friendly  relations  that  likely  will  lead  to  sales,  was  based  upon  informa- 
tion furnished  by  the  salesman : 

Gentlemen : 

Fred  Clark  told  us  about  the  personal  discussion  he  started 
when  he  was  in  your  store  last  October.  As  I  got  the  story,  Mr. 
Smith  maintained  that  more  than  five  per  cent  of  your  patrons 
were  women.  And  Mr.  Newman  inclined  to  the  opinion  that  fully 
twenty  per  cent  were  either  women,  or  men  who  have  been  sent 
to  make  a  purchase  for  the  wife  at  home. 

Fred  told  me  he  thought  Mr.  Newman's  estimate  was  about  as 
you  would  find  it  if  you  checked  up  your  trade  carefully  for  a 
month  or  so.  He  said  that  you  were  going  to  keep  such  a  check 
on  customers  for  the  month  of  December  and  let  me  know  the 
results. 

But  we  have  n  't  heard  a  thing  from  you  regarding  this  test. 
I  am  particularly  interested  because  we  have  several  retailers  in 
the  West  who  are  keeping  this  data.  I  have  been  trying  for  a 
number  of  years  to  get  an  accurate  estimate  of  the  percentage 
of  women  purchasers  in  our  trade. 

If  you  kept  this  data  and  have  not  mislaid  it,  I  wish  you  would 
send  me  the  percentages.  I  know  Mr.  Smith  will  not  attempt  to 
hold  back,  even  if  he  did  fall  short  in  his  estimate. 

If  the  sample  of  weather  we  've  been  having  lately  is  anything 
like  what  it  is  up  your  way,  trade  ought  to  be  brisk  on  those  7-C 
Ideals  you  ordered  in  September. 

The  dealer  is  in  a  position  to  furnish  information  relative  to  the 
needs  of  the  individual  customer.  The  following  letter  is  based  upon 
information  thus  furnishd: 

Dear  Madam: 

You  take  pride  in  keeping  your  home  attractive.  The  Lord 
Hardware  Company,  our  agent  in  your  locality,  says  you  do,  so 


10  THE  SELLING  APPEAL 

we  are  writing  to  tell  you  about   our   Decorative  Department. 

The  proper  blending  of  colors  for  both  the  exterior  and  in- 
terior is  a  problem  which  can  only  be  solved  in  a  satisfactory 
manner  by  experts.  Right  here  is  where  we  can  prove  of  as- 
sistance to  you. 

You  want  your  home  decorated  differently  from  other  homes — 
you  want  it  to  look  as  up-to-date  as  possible,  but  in  accomplish- 
ing this,  you  do  not  want  to  pay  more  than  you  otherwise  would 
have  to  pay. 

We  maintain  a  Decorative  Department  that  can  show  you  how 
to  decorate  your  home  (both  inside  and  outside)  artistically  and 
economically.  Our  artists  will  help  you  plan  color  combinations 
for  all  surfaces,  and  their  recommendations  will  be  illustrated 
by  means  of  color  plates  worked  out  in  the  actual  Paints  and 
Varnishes.  By  looking  at  the  color  plates  you  can  get  a  good 
idea  of  how  the  exterior,  and  each  room  in  your  home,  will  look 
after  it  has  been  decorated. 

Understand  us,  we  offer  you  this  service  free  of  charge.  You 
are  not  obliged  to  use  Sherwin-Williams  Paints  and  Varnishes 
when  you  decorate  your  home.  Fill  in  the  attached  blank  and 
mail  it  to  us  in  the  enclosed  envelope. 

There  's  a  Sherwin-Williams  Paint,  Varnish,  Stain,  and 
Enamel  made  for  each  purpose — each  one  will  give  you  the  best 
results  at  the  lowest  possible  cost.  A  complete  assortment  of 
Sherwin-Williams  Products  is  carried  by  The  Lord  Hardware 
Company,  4525  Central  Avenue.  They  will  be  pleased  to  assist 
you  with  your  painting  problem. 

A  number  of  correspondent  supervisors,  in  addition  to  consulting 
with  salesmen  from  time  to  time,  make  it  a  point  to  "get  out  on  the 
road"  for  one  or  two  months  each  year  and  thus  make  doubly  sure 
that  they  are  "in  step"  with  men  to  whom  they  write  during  the  other 
ten  or  twelve  months. 

Correspondents  are  also  able  to  add  to  their  information  by  con- 
sulting whatever  past  correspondence  there  has  been  with  the  pros- 
pect or  customer. 

In  making  a  selling  appeal,  it  is  often  impossible  to  gain  a  definite 
insight  into  the  individual  needs  and  interests  of  each  separate  pros- 


THE  PROSPECT  11 

pect.  Obviously,  the  advertiser  can  not  acquire  intimate  acquaintance 
with  the  circumstances  surrounding  each  one  of  the  thousands  of  pros- 
pects to  whom  his  advertisement  appeals.  Likewise,  in  sending  out  the 
same  form  letter  to  1,000 — or  50,000 — prospects  in  the  course  of  a  mail 
sales  campaign,  the  correspondent  can  not  expect  first  to  establish  per- 
sonal contact  with  each  individual  prospect.  The  only  alternative  then 
is  to  group  the  prospects,  in  accordance  with  common  needs  and  interests, 
into  separate  classes. 

To  illustrate : 

All  attorneys  have  certain  needs  and  interests  in  common,  and  these 
needs  and  interests  are  quite  dissimilar  to  those  of  the  medical  men. 
Hence  attorneys  and  doctors  form  two  separate  classes  relative  to  the 
aims  and  purposes  of  the  selling  appeal. 

The  character  of  the  product  and  the  nature  of  the  sales  campaign 
determine  the  basis  of  classification.  Classification  may  thus  be  based 
upon  occupation,  as  druggists,  grocers,  insurancemen,  farmers;  or  on 
relative  income,  as  men  of  wealth,  men  of  moderate  resources,  men  whose 
means  are  only  sufficient  for  the  bare  necessities  of  life;  or  on  locality, 
as  Easterners,  Westerners,  Northeners,  Southerners;  or  on  sex,  nation- 
ality, religion,  political  bias,  or  on  any  line  of  cleavage  sufficient  for  your 
purpose. 

Square  your  classification  with  this  general  rule,  that  members  of 
any  one  class  shall  have  enough  in  common  to  make  it  possible  that  the 
same  series  of  sales  arguments  will  appeal  virtually  to  all  of  them. 

Having  determined  to  which  class  you  may  most  profitably  make 
your  appeal,  ascertain  the  needs  of  the  class  by  talking  with  as  many 
as  possible  of  its  individual  members.  Then  base  your  selling  argument 
on  the  firsthand  information  thus  ascertained. 

One  of  the  most  productive  appeals  ever  made  by  an  eastern  tractor 
concern  resulted  from  a  talk  that  a  representative  of  the  firm  had  with 
a  California  rancher.  "My  ranch  is  so  big,"  said  the  rancher  in  an- 
swer to  a  leading  question,  "that  sometimes  I  have  to  use  a  tractor  day 
and  night;  that  's  why  I  like  a  'hard  work'  tractor,  a  tractor  I  know 
will  never  'quit.'  Sometimes,  after  I  Ve  been  working  pretty  steady 
all  day,  I  wake  up  at  night  to  hear  the  old  'hard  work'  tractor  clicking  it 
off  across  my  fields  with  never  a  hitch  or  miss,  just  as  regular  as  can 
be — and  I  tell  you  it  's  mighty  sweet  music  to  my  ears." 

Embodied  in  an  advertisement,  and  in  a  series  of  sales  letters,  that 


12  THE  SELLING  APPEAL 

expression  of  opinion  sold  tractors  to  California  ranchers  owning  large 
acreage  because  it  matched  the  actual  interests,  the  vital  needs,  of  the 
class  of  men  to  whom  it  was  written.  The  correspondent,  in  making  a 
class  appeal,  measured  up  to  the  first  prerequisite  of  effective  sales- 
manship: he  "got  in  step"  with  his  prospective  customers;  he  made  his 
sales  appeal  not  from  the  standpoint  of  the  tractor  concern  but  from  the 
pivotal  viewpoint  of  the  ranchers  considering  the  purchase  of  a  tractor. 
The  following  advertisement  makes  a  definite  and  effective  appeal 
to  garage  owners  as  a  class : 

HOW  ONE  GARAGE  OWNER  REDUCED  HIS 
SPONGE  BILLS 

By  Elmer  R.  Murphy,  President. 

In  a  Chicago  garage  not  long  ago,  I  overheard  the  owner  com- 
plaining about  the  high  cost  of  sponges.  "We  buy  a  large  bale," 
he  said,  "and  they  seem  to  be  gone  in  no  time." 

'  *  How  do  you  buy  them — by  the  pound  ? "  I  asked. 

"Yes,"  he  responded,  "why  not?" 

"That  's  why  they  're  so  high,"  I  said.  "They  are  probably 
loaded  with  epsom  salts  or  glucose  to  increase  their  weight.  This 
loading  disappears  the  first  time  you  wash  the  sponges." 

He'd  never  heard  of  buying  by  the  piece,  and  he  hadn't 
thought  of  getting  an  advertised  brand.  Sponges  were  just 
sponges  to  him. 

I  sent  him  a  "Colossus"  sponge  weighing  about  10  ounces  and 
asked  him  to  compare  it  with  one  of  his. 

A  few  days  later  he  telephoned,  "I  have  learned  something. 
I  tested  your  sponge  with  one  of  ours  of  the  same  weight.  After 
washing  them  both,  I  found  yours  was  50  per  cent  larger  than 
ours.  I  am  sure  we  have  been  paying  for  considerable  * '  loading ' ' 
in  our  sponges. 

'  *  From  now  on  we  are  going  to  buy  sponges  by  the  piece. ' ' 

Adopt  this  plan  in  buying  your  sponges.  Demand  quotations 
on  a  certain  size  sponge  by  the  piece,  instead  of  by  the  pound. 
The  U.  S.  Army  and  Navy  have  adopted  this  plan.  So  have  the 
leading  railways,  manufacturers,  painters,  decorators,  and  hun- 
dreds of  others. 

Every  sponge  we  sell  is  guaranteed  to  be  a  pure  sponge.     It 


THE  PROSPECT  13 

is  marked  with  the  "Colossus"  trade  mark  either  on  a  tag  on  the 
sponge  or  on  a  label  on  the  bale. 

Send  us  a  specimen  of  the  sponges  you  have  been  using  and 
we  shall  send  you  a  sample  of  "Colossus"  in  the  size  and  grade 
best  fitted  to  your  needs. 

Here  is  an  excerpt  from  a  letter  that  makes  a  direct,  personal  ap- 
peal because  it  was  written  with  a  knowledge  of  the  problems  confront- 
ing farmers  as  a  class: 

Are  you  ready  for  the  corn  harvest  ? 

We  know  how  you  feel  about  it,  especially  if  you  still  go  into 
the  field  with  a  corn  knife  and  chop,  chop,  chop.  During  corn 
harvesting  time,  the  dew  always  falls  heavily,  with  the  result 
that  the  corn  fairly  drips  water  early  in  the  morning.  You  've 
got  to  kind  o'  sit  around  and  wait  for  the  sun  to  dry  up  the  dew 
before  you  can  get  to  work.  Several  hours  each  day  are  wasted 
in  this  way  and  the  harvest  extends  beyond  the  time  when  the 
corn  is  in  the  best  condition  to  cut :  that  is,  just  when  the  ears 
begin  to  glaze,  and  the  stalks  and  leaves  still  contain  all  of  the 
nutritious  juices. 

With  a  good  corn  binder  all  this  is  changed.  You  go  into  the 
field  early,  at  just  the  right  time,  and  you  cut  and  shock  more 
in  a  day  than  six  or  seven  men  can  possibly  do  with  corn  knives. 

If  you  haven't  a  binder,  get  one  by  all  means.  You  will  find 
that  it  will  take  the  backache  out  of  the  corn  harvest. 

The  following  excerpt  from  a  letter  shows  that  the  correspondent 
was  familiar  with  the  problems  confronting  young  men  recently  gradu- 
ated from  high  school  and  just  getting  a  start  in  business: 

Let  me  cite  a  few  instances  where  you  might  find  a  training 
in  effective  Business  English  of  distinct  value  to  you. 

Suppose  the  general  manager  were  to  call  you  into  his  office 
and  ask  a  number  of  questions  about  your  work.  Could  you  an- 
swer them  briefly  and  concisely,  yet  fully?  Would  you  be  able 
to  think  of  the  exact  words  and  their  meaning  so  that  he  would 
understand  you  at  once,  without  having  to  ask  you  to  explain? 
Could  you  talk  to  him  without  hesitating  or  faltering,  so  that  he 


14  THE  SELLING  APPEAL 

would  immediately  have  immense  respect  for  your  ability  to  think 
clearly  ? 

What  would  you  do  if  some  manufacturer  in  some  near-by 
town  had  open  a  good  paying  proposition  which  you  were  con- 
fident you  could  fill — which  you  wanted  very  much?  He  would 
probably  send  word  for  you  to  write  him  a  letter  of  application. 
Would  you  be  able  to  tell  him  in  writing  just  why  you  were 
fitted  for  the  work  ?  Would  your  Business  English  sell  him  on 
your  ability  ? 

Some  imagine  that  it  takes  long  years  of  education,  with  spe- 
cial talent,  to  be  able  to  do  these  things,  but  it  doesn't.  The 
ability  to  speak  and  write  concisely  is  developed  through  training 
such  as  you  would  get  from  the  La  Salle  course  in  effective  Busi- 
ness English. 

The  trained  business  correspondent  will  do  well  to  consult  continu- 
ally trade  journals  that  have  a  bearing  upon  any  given  class  of  pros- 
pects, and  to  consult  newspapers  in  the  various  sections  from  which 
orders  come.  This  will  keep  him  informed  as  to  business,  crop  condi- 
tions, weather  and  similar  conditions  in  the  different  localities  and  will 
enable  him  to  inject  a  "personal  tone"  into  the  letter.  Note  how  such 
information  was  used  in  the  following  paragraph. 

It  will  be  a  pleasure  to  answer  any  other  questions  about  our 
No.  10  Corn  Planter  that  you  want  to  ask.  But  you  had  better 
let  us  hear  from  you  right  away;  later  on  we  may  not  be  able 
to  make  delivery  as  soon  as  you  would  want  us  to,  for  orders  are 
coming  in  a  great  deal  faster  than  we  could  have  anticipated. 
We  know  that  weather  conditions  have  been  just  right  for  com 
planting  in  your  part  of  the  country,  and  we  don't  want  you  to 
meet  with  disappointment  at  the  start  of  what  will  undoubtedly 
be  a  mighty  profitable  season.  That  's  why  we  say.  order  now, 
while  we  can  still  promise  early  delivery. 

A  letter  of  that  sort  gives  the  prospect  a  feeling  that  he  is  being  given 
individual  information  and  advice  by  a  man  who  is  well  informed  as  to 
his  problems;  that  his  request  for  information  has  been  taken  up  per- 
sonally and  separately. 


THE  PROSPECT  15 

By  making  a  careful  firsthand  study  of  conditions  surrounding 
bankers,  and  by  keeping  check  on  timely  articles  appearing  in  the 
"Bankers'  Monthly,"  the  correspondent  who  wrote  the  following  letter 
was  able  to  make  a  most  effective  "class"  appeal: 

Gentlemen : 

A  nation-wide  investigation  just  completed  by  the  "Bankers' 
Monthly"  shows  that  the  costs  of  doing  business  in  the  bank  have 
increased  from  35%  to  50%  in  the  last  five  years. 

The  Liberty  Loans  have  brought  in  millions  of  new  depositors. 
The  small  accounts  of  these  bond  investors  have  increased  the 
payments  and  the  stationery  expenses  and  in  many  cases  have 
compelled  the  banks  to  enlarge  their  quarters — all  additional  ex- 
pense. 

And  the  "Bankers'  Monthly"  adds:  "A  vital  problem,  there- 
fore confronts  the  banker.  He  must  look  to  mechanical  aids  and 
improved  equipment  for  relief." 

Just  now  Mr.  C.  P.  Kasper  has  a  good  opportunity  to  show 
you  the  Monroe  Calculating  Machine  and  let  you  try  it  out  on 
your  own  figures  and  let  you  be  the  judge  as  to  whether  the  Mon- 
roe can  cut  down  your  "overhead"  and  save  you  time,  money, 
and  costly  errors. 

Simply  check  below  and  return  this  letter  in  the  envelope  en- 
closed. You  will  have  the  satisfaction  of  knowing  you  have  n  't 
passed  up  something  worth  while  without  at  least  an  investiga- 
tion. 

Very  truly  yours, 
(signed) 

Assistant  Sales  Manager. 
EMF-HD 

Yes :  We  are  willing  to 
try  a  Monroe  with- 
out obligation,  (check  here) 

In  addition  to  the  correspondent's  fund  of  direct  information  bear- 
ing upon  the  individual  prospect  or  upon  any  class  of  prospects,  "com- 
mon sense"  will  frequently  guide  him  in  the  method  of  presenting  his 
appeal.  His  common  sense  will  tell  him  that  business  men  are  invariably 


16  THE  SELLING  APPEAL 

interested  in  building  up  trade,  in  keeping  abreast  of  competition,  in 
effecting  economies;  farmers,  in  any  product  that  will  be  of  real  service 
to  them ;  dealers,  in  any  product  that  will  bring  in  more  money — more 
customers — to  the  store.  He  will  know  that  arguments  of  "style"  and 
' '  exclusiveness ' '  are  most  effectively  employed  in  letters  to  women ;  that 
"price"  and  "quality"  are  effective  in  appealing  to  men  as  a  class.  In 
similar  manner  the  list  might  be  further  extended. 


CHAPTER  II 

THE   PRODUCT 
OUTLINE 

(I)   Enthusiasm — confidence — the  ability  to  present  facts  in  the  direct,  con- 
vincing manner  that  grips  the  attention  of  the  prospect — these  important 
factors  in  the  business  letter  are  born  only  of  a  full  and  detailed  knowl- 
edge concerning  your  product. 
(II)  You  should  therefore  acquire  a  knowledge  of: 

(a)  The  raw  material;  its  selection. 

(b)  Factory  methods;  steps  in  production. 

(c)  Distribution;  experience  of  sales  manager  and  experience  of  sales- 
men, etc. 

(d)  The  firm  behind  the  product;  its  character  and  aims. 
(Ill)   In  acquiring  this  knowledge  search  for  facts  that: 

(a)  Have  a  direct  bearing  upon  the  prospect's  interests. 

(b)  Have  "dramatic"  or  "news"  value. 

(c)  Are  vivified  by  the  use  of  imagination. 


CHAPTER  II 

THE   PRODUCT 

"Tlie  facts  in  the  case  are  good  enough  for  any  letter,  much  better  than  the 
radiant  'moonshine'  and  much  harder  to  get.  First  get  the  facts:  then  get 
all  the  facts.  Don't  guess,  don't  imagine,  don't  infer;  just  dig,  dig,  die,  for  the 
facts."— George  W.  Coleman,  "Letters  That  Make  Good." 

"Never  act  without  full  information." — Lord  &  Thomas,  "Salesmanship  in 
Print." 


A  CORRESPONDENCE  supervisor  employed  by  a  large  manu- 
<£~V  facturing  concern  in  the  East  reported  for  work  dressed  in  over- 
ells  and  flannel  shirt.  He  spent  a  month  on  the  factory  floor,  learning 
everything  that  he  could  about  the  raw  material,  following  one  by  one 
the  various  steps  in  the  manufacture  of  the  finished  product,  talking 
with  expert  mechanics  at  their  machines,  absorbing  some  of  the  enthu- 
siasm, the  pride  in  work  well  done,  the  loyalty  of  foreman,  who,  in  a 
number  of  cases,  had  served  the  company  faithfully  for  years. 

He  spent  another  month  talking  with  foreign  buyers  intrusted  with 
the  painstaking  selection  of  the  raw  product,  with  traveling  salesmen 
of  years  of  successful  selling  experience,  with  department  heads,  sales 
managers,  with  executive  heads  of  the  organization. 

Then — and  not  until  then — did  the  new  correspondence  supervisor 
start  revising  correspondence,  start  writing  letters  that  would  truly  rep- 
resent his  company. 

"Know  your  product." 

Here  is  a  rule,  important  as  any  in  the  world  of  business.  Enthusiasm 
--confidence — the  ability  to  present  facts  in  the  direct,  convincing  man- 
ner that  grips  the  attention  of  the  prospect — these  important  factors  in 
the  selling  appeal  are  born  only  of  full  and  detailed  knowledge  con- 
cerning the  product  which  you  have  for  sale,  a  knowledge  that  results  in 
a  staunch  belief  in  the  concern  manufacturing  the  product. 

Delve  deep  into  the  very  heart  of  the  business  until  you  have  the 
facts, — facts  definite,  concrete,  unadorned, — then,  in  your  selling  ap- 

19 


20  THE  SELLING  APPEAL 

peal,  present  these  facts  in  such  a  way  that  they  will  certainly  be  of 
interest  to  the  reader. 

Your  facts  will  be  of  interest  to  the  reader  if  they: 

(1)  Have  a  direct  bearing  upon  his  interests. 

(2)  Have  "dramatic"  or  "news"  value. 

(3)  Are  vivified  by  the  use  of  imagination. 

(1)  Have  a  direct  bearing  upon  his  interests. 

The  first  point  (see  Chapter  I)  dictates  that  you  carefully  select  such 
facts  concerning  your  product  as  will  most  certainly  show  the  prospect 
an  opportunity  for  either  gain  or  enjoyment ;  that  you  express  these 
facts  in  simple  terms  that  he  can  understand,  and  link  them  with  his 
daily  experience,  showing  their  application  to  his  daily  tasks. 

(2)  Have  "dramatic"  or  "news"  value. 

By  no  means  overlook  the  opportunity  of  "dramatizing"  such  facts 
as  you  have  at  hand;  of  presenting  them  from  the  standpoint  of  their 
"news  value."  What  sort  of  facts  possess  news  value?  The  news- 
paper reporter  can  answer  that  question.  He  knows  that  people  are 
interested  in  facts  having  to  do  with  the  unusual,  with  contests  of  any 
kind,  with  prominent  persons,  with  well-known  places,  with  timely  events, 
with  historical  events. 

In  every  business  there  are  facts  which,  if  carefully  compiled,  will 
prove  of  certain  interest  to  dealer  or  consumer.  The  grand  opera 
"star"  who  sang  the  Marseillaise  for  phonograph  record  was  a  sur- 
vivor of  the  Battle  of  Verdun ;  a  famous  author  and  a  noted  millionaire 
have  placed  orders  for  one  of  the  least  expensive  makes  of  watches; 
a  dealer  in  a  town  of  a  few  thousand  inhabitants  moved  across  his 
counter  a  thousand  dollars'  worth  of  a  certain  product  in  three  months' 
time;  grains  of  wheat  are  "shot  from  guns"  in  making  a  certain  break- 
fast food;  an  automobile  of  a  certain  make  was  chosen  as  the  "official 
army  machine"  in  France;  a  Colonel  on  foreign  service  wrote  home  for 
a  dozen  bars  of  an  inexpensive  brand  of  soap;  marching  American 
"doughboys"  cheered  when  they  saw,  in  France,  a  bill  poster  adver- 
tising a  prominent  make  of  clothes,  because  the  sign  reminded  them  of 
home ;  a  marvelous  swinging  basket  takes  the  place  of  clothes  lines  in  a 
modern  laundry;  Lincoln  knew  the  man  who  started  the  first  commer- 
cial drop  forging  plant  in  America,  and  pistols  forged  at  the  plant  were 
used  by  a  famous  cavalry  troop  during  the  Civil  War.  These  facts  and 


THE  PRODUCT  21 

a  host  of  others  lend  dramatic  value  and  "news  interest"  to  advertise- 
ments and  sales  letters. 

In  the  following  letter,  the  product  is  linked  with  an  item  of  current 
news  interest : 

Dear  Sir: 

In  winning  the  trans-continental  army  air  service  race  Lieut. 
W.  B.  Maynard  flew  from  the  Atlantic  to  the  Pacific  and  back 
again,  a  distance  of  5,400  miles,  in  49  hours'  actual  flying  time. 
His  total  elapsed  time  for  the  entire  trip,  however,  was  7  days,  3 
hours  and  21  minutes. 

It  is  interesting  to  contrast  this  wonderful  achievement  with 
the  record  made  three  years  ago  by  a  stock  Hudson  Super-Six 
over  the  same  course.  The  Hudson  made  the  round  trip  from  San 
Francisco  to  New  York  in  10  days,  21  hours  and  3  minutes,  a  dis- 
tance of  7,952  miles.  It  crossed  mountain  and  rivers,  rural  high- 
ways and  desert  trails  in  establishing  a  mark  which  will  stand 
despite  the  efforts  of  others  to  better  it. 

Lieut.  Maynard  flew  as  a  crow  would  fly.  He  was  delayed  in 
Cheyenne  by  a  broken  radiator.  At  San  Francisco  the  plane  re- 
quired new  wings  and  the  replacement  of  other  parts.  Near 
Omaha  a  broken  crank-shaft  made  necessary  the  installation  of  a 
new  engine  which  was  taken  from  the  plane  of  a  disabled  con- 
testant. 

Traveling  2,552  miles  further  than  did  Maynard,  a  distance 
equal  almost  to  once  again  across  the  continent,  the  Hudson  Super- 
Six  was  but  3  days,  18  hours  longer  in  making  the  entire  journey 
and  the  same  Super-Six  motor  was  running  as  smoothly  at  the  fin- 
ish as  it  was  at  the  start.  Had  rain  not  delayed  the  car  6  hours 
in  New  York  and  15  hours  in  the  Sierra  Nevada  Mountains,  its 
record  would  have  been  lowered  21  hours. 

The  patented  Super-Six  motor,  which  can  be  obtained  only  in 
a  Hudson,  gives  a  72  per  cent  increase  in  power  without  any  in- 
crease in  weight  or  the  sacrifice  of  simplicity.  * 

The  result  is  the  supreme  endurance  proved  in  the  most  terrific 
tests  to  which  any  car  has  been  subjected  as  well  as  in  the  tests 
made  by  more  than  70,000  owners. 
.  An  advertisement  of  news  interest ; 


22  THE  SELLING  APPEAL 

THEY  CARRIED  ROLAND  ROHLFS  TO  THE  ROOF  OF 
THE  WORLD 

Climbing  from  Roosevelt  Field  into  the  unknown  reaches  of 
the  air,  Roland  Rohlfs  recently  established  a  new  world's  alti- 
tude record  of  34,610  feet. 

His  whistling  Curtiss  Wasp,  developing  four  hundred  horse- 
power, was  equipped  with  AC  Titan  Spark  Plugs. 

Six  and  one-half  miles  above  the  ground,  the  cold  pierces  the 
leather  and  the  fur  of  the  aviator's  suit  and  cuts  to  the  very  mar- 
row of  the  bone. 

And  in  flying  to  such  a  height,  the  aviator  passed  through  many 
zones  of  constantly  changing  temperatures  and  densities. 

Yet  so  perfect  were  the  AC  Spark  Plugs  that  not  once  did 
Rohlfs'  engine  miss,  nor  did  the  porcelains  crack  under  the  in- 
tense engine  heat  or  in  that  arctic,  atmospheric  cold. 

To  the  automobile  owner,  Roland  Rohlfs'  record-breaking 
achievement  has  this  significance : 

The  AC  Titan  Spark  Plugs  that  carried  Rohlfs  higher  than  man 
had  ever  been,  are  of  the  same  basic  design  as  the  AC  Titan  Spark 
Plugs  which  have  been  specially  developed  for  automobile  igni- 
tion. 

They  will  serve  just  as  faithfully  in  your  less  exacting  service. 

An  interesting  "news  item"  having  to  do  with  the  service  rendered 
by  this  "veteran"  hammer  during  the  war,  forms  the  basis  of  the 
following  advertisement : 

A  veteran  Plumb  Hammer  that  saw  severe  service. 

This  is  the  wonderful  story  of  a  wonderful  hammer  that  helped 
to  win  the  war.  The  picture  of  the  wonderful  hammer  is  shown 
on  the  left. 

When  it  entered  the  service  of  the  Allies  it  was  the  spruce, 
trim  counterpart  of  the  smart-looking  hammer  on  the  right.  Dur- 
ing the  entire  four  years  of  war,  this  grim,  scarred  veteran  was 
used  to  straighten  bayonets.  From  its  known  length  of  service 
it  is  estimated  that  this  PLUMB  Hammer  struck  2,400,000  blows 
for  liberty.  Two  million,  four  hundred  thousand ! 


THE  PRODUCT  2:< 

Every  blow  fell  straight  and  true — because  PLUMB  Hammers 
are  all  designed  to  strike  that  way. 

The  life  of  the  hammer  is  not  half  spent.  Today  after  the 
severest  service,  its  face  is  not  * '  mushroomed, ' '  cracked  or  chipped. 
It  withstood  the  battle  with  only  a  few  scratches  to  tell  the  story 
of  its  service,  because  built  into  it  is  the  quality  that  makes  men 
say  of  all  PLUMB  Hammers,  Hatchets  and  Axes — 

"They  're  Worth  More." 

The  following  advertisment  is  based  upon  facts  of  historical  inter- 
est: 

From  the  Time  of  the  Pharaohs  to  Your  Shave  This  Morning. 

In  the  Vllth  Egyptian  Room  of  the  Metropolitan  Museum  of 
Art,  New  York  City,  there  are  two  razors  belonging  to  the  time 
of  the  XVIIIth  Dynasty  (1580  B.  c.) 

The  high  caste  Egyptians  of  that  period  shaved  not  only  the 
face,  but  the  entire  head.  They  wore  wigs  or  other  head-cover- 
ings. Those  old  Egyptian  beards  seen  in  ancient  carvings  were 
false  beards.  Sandals  were  owned  only  by  the  grandees,  seldom 
worn,  often  carried  by  an  accompanying  slave. 

The  man  being  shaved  squatted  upon  his  haunches;  the  barber 
had  the  chair.  And  the  razor  then  used,  3,499  years  ago,  was  the 
single-bladed,  regular  razor  used  by  every  barber  without  excep- 
tion today.  Think  of  the  many  different  sorts  of  razors  that  must 
have  been  invented,  used  for  a  time,  and  then  dropped  even  from 
the  long  memory  of  History  in  the  course  of  those  3,499  years. 

These  ancient  razors  were  single-bladed  like  Genco  Razors  of 
today.  Barbers  still  use  only  this  one  type  of  razor,  because  a 
better  tool  for  shaving  purposes  has  never  been  discovered.  Also, 
because  they  know,  and  will  tell  you  if  you  ask,  that  any  blade 
must  be  stropped  to  deliver  a  perfect  shave.  You,  too,  can  strop 
a  regular  razor  for  a  perfect  shave  every  morning. 

An  advertisement  that  makes  use  of  facts  of  historic  interest : 

Even  prehistoric  man  felt  the  value  of  time.  He  knotted  a 
grass  rope — set  it  afire.  The  slowly  creeping  sparks  marked 
Time's  swift  flight. 


24  THE  SELLING  APPEAL 

A  crude  device — yet  it  brought  a  vague  new  sense  of  control 
— a  foretaste  of  the  satisfaction  modern  man  finds  in  working  a 
schedule. 

Down  through  the  ages,  man's  realization  of  the  value  of  time 
has  steadily  grown.  The  world's  time-meters  have  developed 
amazingly. 

But  to  the  creative  instinct  of  this  low-browed  troglodyte  we 
owe  man's  first  upward  step  toward  the  marvelous  time-pieces  of 
today — 

ELGIN  WATCHES 

Almost  any  housewife  would  be  interested  in  an  explanation  of  the 
working  of  the  novel  device  that,  in  the  modern  laundry,  takes  the  place 
of  clothesline.  The  following  advertisement,  therefore,  contains  in- 
formation likely  to  be  of  interest  to  the  prospect : 

A  clothesline  miles  long  would  be  required  to  dry  the  daily 
wash  of  the  average  daily  laundry. 

In  common  with  the  housewives  of  the  land  early  laundries 
used  such  a  line — beginning  the  drying  of  clothes  with  a  wringer 
and  finishing  them  on  the  clothesline. 

But  wringers  and  clotheslines  alike  are  unknown  in  the  modern 
laundry. 

How  to  dispense  with  them  was  a  riddle  that  long  baffled  laun- 
drymen.  It  was  left  for  an  ingenious  engineer  to  solve  the  prob- 
lem. He  did  it  by  inventing  the  spinning  "basket" — a  device 
that  extracts  the  water  from  wet  clothes  almost  in  the  twinkling 
of  an  eye. 

It  is  this  magic  "basket"  that  is  wringer  and  clothesline  in 
modern  laundries. 

If  after  placing  a  few  wet  clothes  in  your  market  basket,  you 
will  swing  the  basket  in  a  circle,  the  water  will  be  seen  to 
leave  the  clothes  and  escape  through  the  spaces  between  the  wil- 
lows. But  the  clothes  themselves  will  not  move.  They  will  remain 
firmly  in  place  just  as  does  water  when  you  whirl  a  filled  basket. 

It  is  by  this  principle  that  water  is  removed  from  clothes  in 
modern  laundries— only  the  "basket"  in  which  your  washing  is 
placed,  spins  like  a  top.  In  the  sides  of  the  basket  are  many  holes 


THE  PRODUCT  25 

through  which  the  water  makes  "its  escape.  Of  course  the  device 
is  encased — just  as  you  might  confine  a  spinning  top  in  a  teacup. 

But  while  the  basket  whirls,  speedily,  only  the  water  leaves. 
There  is  no  movement  in  the  clothes  themselves.  Neither  is  there 
any  wear  that  weakens  fabrics. 

Upon  removal  from  the  spinning  " basket"  the  clothes  are  ready 
for  the  next  step  in  the  laundering  process.  There  are  no  but- 
tons broken  or  torn  off,  and  none  of  the  rough  usage  that  ages 
wearing  apparel. 

In  your  city  are  modern  laundries  where  these  improved 
methods  are  used.  You  will  find  them  an  ideal  place  to  send 
your  family  wash. 

(3)  Are  vivified  by  the  use  of  imagination. 

In  presenting  facts  concerning  your  product,  regard  them — and  the 
product — from  an  imaginative  viewpoint.  Imagination  is  simply  the 
faculty  of  picturing  in  your  mind 's  eye,  first,  the  manifold  factors  which 
produce  your  finished  product,  and,  second,  the  manifold  services  the 
finished  product  renders. 

Consider  the  product  of  the  rubber  industry.  Imagination  will 
enable  you  to  look  away  beyond  the  manufacturing  plant  to  the  rubber 
forests,  thousands  of  miles  distant ;  to  visualize  the  toiling  natives,  the 
white  men  supervising  the  work,  the  narrow  rail  line  winding  through 
the  jungle,  the  great  steamships  waiting  at  wharves  for  cargo,  the  long 
lines  of  freight  cars  bearing  your  rubber  to  your  factory;  to  visualize, 
as  you  write  your  letter,  the  hundreds  of  factory  workers,  the  long,  even 
rows  of  machinery,  the  huge  manufacturing  plant  in  operation — a  plant 
so  vast  as  to  resemble  a  small  city,  and  yet  so  compact  and  systematized 
that  each  one  of  a  thousand  separate,  distinct  operations  is  subject  to  the 
closest  scrutiny. 

These  diverse  factors  entering  into  manufacture  insure  the  produc- 
tion of  a  finished  and  fit  product,  representing  a  worthy  work  well  done. 

In  a  second  imaginative  effort,  visualize  the  various  services  rendered 
by  rubber  in  this  work-a-day  world.  Get  a  proper  conception  of  the 
dignity  and  the  worth  of  your  product,  by  summing  up  in  your  mind  its 
myriad  uses — for  pleasure  and  for  profit — in  everyday  life.  Call  to 
mind  that  fires  could  scarcely  be  extinguished  without  use  of  rubber 
hose ;  that  the  vast  volume  of  traffic  moved  by  automobile  would  come  to 


26  THE  SELLING  APPEAL 

a  standstill  without  rubber  tires  and  casings;  that  hospital  equipment 
would  be  incomplete  without  rubber  surgical  goods,  etc. 

Whether  or  not  these  facts  called  up  by  the  imagination — facts 
concerning  the  production  of  your  product  and  the  service  it  renders — 
are  mentioned  in  any  given  letter,  their  presence  in  your  mind  will  most 
certainly  furnish  the  background — the  tone — of  the  letter ;  they  will  give 
to  the  letter  an  added  sincerity,  an  earnestness,  that  will  help  sell  the 
goods. 

The  following  excerpt  from  an  article  entitled  "Words  that  Sing 
Their  Way  into  Your  Pocketbook,"  contributed  anonymously  to  the 
"Atlantic  Monthly,"  tells  how  one  writer  of  advertisements  makes 
effective  use  of  imagination : 

"What  is  tea,  anyway — ugly,  shriveled,  dried  leaves  which  color 
hot  water  a  yellowish  brown,  which  make  it  taste  unpleasant  and 
keep  you  awake,  unless  you  are  used  to  drinking  them;  you  don't 
sell  a  man  an  auger,  you  sell  him  the  hole.  My  problem  is  not  to 
sell  tea.  That  would  be  difficult,  indeed.  I  've  got  to  sell  you 
that  magic  spell  that  is  brewed  nowhere  else  but  in  a  teapot ;  I  've 
got  to  make  you  think  of  that  spell  as  a  part  of  Golden  Glow  tea. 

"So  I  sit  at  my  desk  trying  to  recall  all  the  delightful  associa- 
tions I  ever  had  with  tea.  I  draw  in  my  breath  and  bring  back 
to  my  nostrils  ghostly  odors  of  the  fragrance  of  bygone  tea  parties. 
There  's  a  certain  cosy  fire,  a  green  tea-set,  and  the  snow  falling 
heavily  outside;  a  cold  tramp,  that  ended  with  red  cheeks — and 
a  steaming  cup  of  tea.  There  steals  the  memory  of  a  woman  sit- 
ting in  a  tall  chair  like  a  duchess,  behind  the  richness  of  the  silver 
pot  and  shining  cups.  Oh,  there  are  a  thousand  such  memories ! 
Breakfasts,  splendid  sunset  times,  and  midnight  madness.  Tea — 
the  very  thought  of  it  begins  to  drug  me  with  its  enchantments, 
with  its  fragrance.  Haunting  pictures  of  Japanese  hillsides,  and 
sunshine,  and  blue  skies  are  winnowed  back  and  forth  by  soft 
winds. 

"And  so  I  grip  my  pencil  and  begin  to  weave  the  echo  of  my 
memories  into  a  song  of  tea.  By  and  by,  if  I  'm  kicky  and  have 
sweated  hard  enough,  I  have  written  a  piece  of  copy  that  reflects 
the  witchery  of  my  memories,  that  sing  out  to  you  to  stop  reading 
about  the  President,  and  stocks,  and  German  perfidy,  and  take  a 


THE  PRODUCT  27 

moment  to  hear  how  tempting  Golden  Tea  is,  to  realize  what  you 
are  missing  until  you  have  some  yourself. 

"  Or  it  may  not  be  tea  that  Mr.  Bouncing  sells.  It  may  be  some- 
thing like  a  steel  monkey-wrench.  Then  my  mind  feels  the  thun- 
der of  the  mighty  hammers,  pulses  with  the  roar  of  industry,  and 
sees  the  Niagaras  of  hot  sparks  leaping  from  the  burning  steel.  I 
spend  three  days  talking  with  the  smudged-faced  mechanics,  about 
round-shouldered  nuts,  brittle  edges,  and  barked  knuckles;  and 
instead  of  a  delicate  legend  about  tea,  a  chorus  of  endurance, 
strength,  accuracy,  tough  steel,  and  service  rings  out  from  the 
page.  I  can't  choose  my  subject,  you  know — and  I  've  got  to 
make  my  song  echo  all  the  way  down  to  your  pocketbook  or  it  's 
no  good." 

The  product,  tea,  is  the  "ugly,  shriveled,  dried  leaves,  which  color 
hot  water  a  yellowish  brown";  soap  is  a  mixture  of  certain  oils  with  a 
base;  the  phonograph  is  a  collection  of  wood,  rubber  and  steel;  these 
products,  considered  from  the  unimaginative  standpoint  of  physical  fact, 
possess  but  little  attraction  for  the  prospect.  But  magnetize  them  by  a 
current  of  imagination  and  they  will  draw  him. 

Once  you  describe  their  uses,  once  you  cause  the  prospect  to  visualize 
himself  as  enjoying  the  pleasures  they  render  or  the  benefits  they  confer, 
his  desire  to  possess  is  immediately  awakened.  Who  would  not  like  to 
enjoy  the  "magic  spell"  which  is  brewed  nowhere  else  but  in  a  teapot; 
"the  feeling  of  liquid  clearness"  that  comes  from  hearing  the  voice  of 
Alma  Gluck  on  the  phonograph?  The  prospect  no  longer  looks  upon 
your  product  as  "ugly,  shriveled,  dried  leaves,"  but  as  a  beverage  that 
makes  for  relaxation  and  ease;  not  as  a  "mixture  of  certain  oils  with  a 
base,"  but  as  an  agency  of  cleanliness;  not  as  a  "collection  of  wood, 
rubber  and  steel,"  but  as  a  voice  that  thrills  him  with  the  power  and 
beauty  of  song. 

In  identifying  your  product  as  possessing  an  individuality  that  sets 
it  apart  from  competing  products,  make  use  of  your  imagination,  telling 
the  prospect  facts  that  are  of  interest  concerning  its  manufacture  and 
its  uses.  The  Billings  and  Spencer  advertisements  have  made  an  effective 
appeal  to  the  imagination,  because  when  one  thinks  of  Billings  and 
Spencer  he  recalls  interesting  circumstances  surrounding  that  firm; 
he  thinks  of  the  pistols  that  were  furnished  the  Black  Horse  Troop  by 


28  THE  SELLING  APPEAL 

that  firm,  during  the  Civil  War ;  he  thinks  of  Lincoln,  who  knew  Billings 
and  placed  confidence  in  him ;  he  thinks  of  the  white  heat  of  glaring  fur- 
naces, with  their  " Niagaras  of  sparks,"  and  of  the  quiet  workmen  who 
are  "an  embodiment  of  the  New  England  conscience." 

Note  how  vividness  is  attained  through  the  use  of  imagination  in 
telling  of  the  process  of  manufacture,  in  the  following  Billings  and 
Spencer  Company  advertisements : 

THE  STORY  OF  A  GREAT  SMITH 

They  stagger  away  from  the  glaring  furnace  mouth,  three  men 
bearing  between  them  a  white  hot  billet  of  steel. 

It  slides  sparkling  under  the  waiting  die  of  the  great  steam 
hammer,  and  down  comes  the  ponderous  blow  with  an  earth- 
shaking  thud,  again  and  again  with  a  burst  of  sparks,  until  a 
crank  shaft  takes  shape  for  a  war  car  at  the  front. 

Then  under  the  steel  ram  of  a  trimming  press  that  stands  thrice 
the  height  of  a  man,  where  the  extra  metal  is  sheared  off  from  the 
six  foot  shaft  with  the  quiet  ease  that  comes  only  of  infinite  power. 

Then  again  under  the  hammer  for  a  final  crashing  blow  that 
there  may  be  no  doubt  of  absolute  accuracy — and  another  drop 
forging  is  added  to  the  pile  that  is  going  3,000  miles  to  help 
win  the  war. 

So  with  a  hundred  such  steam  and  drop  hammers,  a  hundred 
such  presses,  thundering  along  through  the  day's  work  amid  an 
inferno  of  noise  and  Niagaras  of  white-hot  sparks,  while  the  great 
hot  piles  of  forgings  grow — diaphragms  for  French  seventy-fives, 
parts  for  aeroplane  engines,  forgings  for  automatics  and  machine 
guns,  differential  housings  for  war  trucks,  parts  for  tractors,  tools, 
and  the  very  machines  themselves  which  will  work  in  other  forges 
all  over  the  world. 

These  great  buildings  bursting  with  the  drive  of  industry— 
these  quiet  rooms  where  expert  craftsmen  all  day  long  work  with 
painstaking  care  on  the  micrometer  hand-work  of  the  master  dies 
— have  grown  from  the  vision  of  one  man.  Half  a  century  ago  he 
founded  the  first  commercial  drop  forging  plant  in  America  on 
the  ideal  best  expressed  when  he  said:  "Into  every  one  of  our 
forgings  goes  our  whole  reputation." 


THE  PRODUCT  29 

BEING  A  THOUSAND  TIMES  EIGHT 

In  a  great  quiet  room  of  the  Billings  and  Spencer  plant,  row 
upon  row  of  master  craftsmen  give  the  best  there  is  in  them  to 
a  work  as  delicate  as  fine  watchmaking. 

They  are  cutting,  with  lifetime  trained  fingers,  the  shapes  of 
the  forgings  in  great  blocks  of  solid  steel. 

They  are  making  the  master  dies,  and  no  matter  how  long  the 
task  may  take,  the  only  requirement  is  absolute  accuracy — abso- 
lute compliance  with  specifications. 

For  when  the  die  is  gripped  in  the  ram  of  a  great  drop  hammer 
— when  it  falls  with  crashing  weight  upon  the  bars  of  white-hot 
steel — forgings  take  shape  which  duplicate  the  die  to  the  hair's 
breadth  of  an  inch.  The  die  cutter  is  right,  not  once,  but  a  thou- 
sand times. 

So  it  is  with  the  men  to  whom  fourteen-foot  hammers  are  pliant 
servants — and  the  men  who  for  a  lifetime  have  studied  steel — 
and  the  men  who  do  nothing  all  day  long  but  temper  dies — their 
only  goal  is  that  the  Triangle  B  forging  shall  be  right,  not  once, 
but  always. 

This  company  is  the  first  commercial  drop  forging  plant  in 
America. 

When  Abraham  Lincoln  entrusted  to  C.  E.  Billings  the  forg- 
ings of  the  pistols  of  the  Black  Horse  Cavalry,  he  made  possible 
the  beginning  of  that  long  and  honorable  record  which  has  cul- 
minated in  the  great  Billings  and  Spencer  plant  of  today.  ' '  Into 
every  forging  goes  our  entire  reputation."  That  is  the  Billings 
and  Spencer  creed. 

This  advertisement  illustrates  how  effectively  imagination  may  be 
employed  even  in  a  short  advertisement : 

NATURE'S  FLAVORS 

Sailors  tell  us  that  oftentimes  from  miles  at  sea  they  can  tell 
they  are  nearing  the  Spice  Isles — the  soft  breezes  blow  to  them 
the  sweet  aroma  of  nature's  own  flavors. 

To  these  very  isles  go  our  own  spice  buyers — there  to  choose  out 
and  buy  only  the  most  select  spice  crops. 


30  THE  SELLING  APPEAL 

These  spices  come  to  us  direct  from  the  lands  of  their  growth, 
and  in  our  splendid  mill  in  Philadelphia,  we  grind  and  pack  them. 

Colburn's  Spices  are  not  tampered  with;  they  are  prepared  so 
that  you  can  have  the  true  flavors  that  nature  has  given  them — 
and  they  are  packed  in  patented  sifting  and  pouring  top  canisters 
that  keep  the  flavor  in. 

For  over  sixtj^  years  Colburn's  Spices  have  been  the  seasoning 
used  by  cooks  that  have  a  pride  in  their  cooking — good  grocers 
everywhere  sell  Colburn's  Spices. 

The  use  of  the  imagination  explains  the  effectiveness  of  the  appeal 
made  by  this  advertisement : 

THE  MODERN  GENIE  OF  THE  CAN 

The  days  of  magic  are  gone. 

The  wizardry  of  yesterday  is  the  reality  of  today.  Aladdin's 
lamp  has  long  been  lost — but  its  genie  still  lives  in  the  spirit  of 
modern  science  and  industry. 

In  this  sense,  the  DEL  MONTE  can  is  a  magic  container  that 
annihilates  distance  and  merges  all  seasons  into  one  long  fruitful 
summer. 

Like  the  genie  of  the  fable,  it  is  ever  at  your  command — ready 
to  serve  you  the  delicious  products  of  the  world's  finest  orchards 
and  gardens — at  any  moment — on  all  occasions.  Just  say  DEL 
MONTE  to  your  grocer  and  you  may  serve  what  you  will — 
luscious  pineapple  from  far-off  Hawaii — golden,  full-flavored 
peaches  and  succulent  pears — ruddy,  tree-ripened  apricots,  juicy 
plums  and  sweetest  cherries  from  California's  fairest  valleys — 
famous  Santa  Clara  prunes— raisins  from  Fresno — Oregon  apples 
and  berries — tenderest  asparagi  s  from  the  Sacramento 's  fertile 
delta — red  ripe  tomatoes,  delicious  young  peas,  beans,  spinach, 
pumpkin  and  squash — or  any  of  the  many  other  delicious  varieties 
in  the  broad  DEL  MONTE  line. 

All  are  grown  where  they  attain  their  finest  flavor.  In  each  is 
that  natural  goodness  preserved  intact.  This  is  the  wizardry  of 
the  DEL  MONTE  can.  All  its  wizardry  is  summed  up  in  the  far- 
reaching  influence  of  the  DEL  MONTE  ideal — in  the  thorough- 
ness and  care,  the  long  years  of  experience,  the  scientific  equip- 


THE  PRODUCT  31 

ment  and  the  unremitting  attention  given  by  experts  to  every 
stage  in  the  growth,  harvest  and  preparation  of  DEL  MONTE 
products  from  the  planting  of  the  seed  until  the  perfectly  flavored 
fruit  or  vegetable  is  ready  to  be  served  on  your  table. 


CHAPTER  III 

THE    CENTRAL   SELLING    POINT 
OUTLINE 

(I)  The  Central  Selling  Point  is  the  most  effective  reason  for  the  purchase 
of  your  product  that  you  can  advance,  taking  into  consideration  the  needs 
and  desires  of  the  individual  prospect,  or  any  class  of  prospects. 
(II)  Since  too  many  claims  only  confuse  the  prospect,  each  selling  appeal 
should  he  built  around  a  single  central  selling  point,  whether  this  point  bo 
endurance,  convenience,  ease  of  operation,  or  what  not. 


CHAPTER  III 

THE   CENTRAL    SELLING   POINT 

"Learn  what  most  buyers  want.  Then  give  to  your  product  that  characteristic, 
if  the  article  deserves  it.  .  .  .  Varying  claims  are  elusive.  Too  many  claims 
are  confusing.  One  great  distinction  is  usually  enough." — Lord  &  Thomas 
creeds,  "Individuality." 

"The  thought  is  the  kernel  around  which  the  whole  letter  is  written.  It  is 
the  essence  of  what  is  to  flavor  the  compound.  The  thought  can  be  expressed 
in  a  single  sentence  when  once  it  is  understood,  yet  to  be  fully  comprehended 
in  its  various  relationships  affecting  the  purpose  of  the  letter,  it  needs  amplifica- 
tion and  elaboration.  And  the  entire  letter  is  merely  this  necessary  amplification. 
When  finished,  it  leaves  the  one  vibrant  thought,  without  confusion  or  mixture 
of  ideas."— Wm.  H.  Ingersoll,  "Letters  That  Make  Good." 


THE  Central  Selling  Point  may  be  defined  as  being  the  most  effective 
reason  for  the  purchase  of  your  product  that  you  can  advance,  tak- 
ing into  consideration  the  needs  and  desires  of  the  individual  prospect,  or 
of  any  one  class  of  prospects.  In  selecting  it,  match  the  needs  and 
desires  of  your  prospect  with  the  merits  of  the  product,  and  by  the 
elimination  of  all  less  effective  "talking  points,"  determine  upon  the  one 
predominating  selling  point  that  will  most  surely  cause  the  prospect  to 
act. 

" United  States  Tires  are  Good  Tires." 

"Best  in  the  Long  Run." 

"99  44/100  Per  Cent  Pure." 

'  *  The  Pen  That  Writes  Like  You. ' ' 

"You  can't  Forget  the  Flavor." 

These  are  business  slogans  that  have  been  used  successfully  to  clinch 
the  attention  of  the  buying  public  upon  a  single  predominating  point  of 
superiority  or  worth.  The  central  selling  point  emphasized  by  the 
United  States  Tire  Company  in  its  famous  slogan  is  that  of  "solid 
value";  the  slogan  means,  "you  get  your  money's  worth  when  you  buy 

35 


36  THE  SELLING  APPEAL 

our  tires."  The  Goodrich  slogan — "Best  in  the  Long  Run" — gives 
expression  to  "endurance"  as  the  central  selling  point.  That  behind 
the  Ivory  Soap  slogan  is  "purity";  behind  the  Penpoint  slogan,  "con- 
venience"; behind  the  Beech-Nut  slogan,  "flavor." 

The  following  slogans  are  each  built  around  one  such  central  selling 
point : 

"White  trucks  have  the  stamina."     (Endurance.) 
"Aims  as  easy  as  pointing  the  finger."     (Convenience.) 
' l  They  wear  like  a  pig 's  nose. ' '     (Endurance. ) 
"The  most  beautiful  car  in  America."     (Beauty  of  design.) 
"If  it  's  weighed  on  a  Fairbanks,  there  's  no  argument."     (Reli- 
ability. ) 
1 1  Clear  as  a  bell. ' '     ( Tone  quality. ) 

Available  central  selling  points  are  numerically  equal  to  the  reasons 
that  cause  a  man  or  woman  to  determine  upon  the  purchase  of  a  given 
product.  Guided  always  by  the  needs  and  desires  of  the  prospect,  you 
may  select  as  your  dominant  central  selling  point : 

Economy  Safety 

Endurance  Convenience 

Healthfulness  Beauty 

Cleanliness  and  purity  Eff  ciency 

Appetizing  qualities  Exc.asiveness 
Comfort 

and  a  host  of  other  qualities  that  match  a  need,  or  an  inherited  instinct, 
of  the  prospect. 

Economy  as  a  central  selling  point  rarely  stands  alone.  If  your 
product  is  lower  in  price  than  other  products,  you  must  impress  upon 
the  prospect  its  good  quality,  or  he  will  take  "economy"  to  mean  "cheap- 
ness." If  your  product  costs  as  much,  or  more,  than  competing  prod- 
ucts, and  you  urge  economy  as  a  selling  point,  you  must  persuade  the 
prospect  that  its  endurance,  convenience,  scientific  construction,  or  other 
merit,  makes  it  more  economical  in  the  long  run.  Economy,  in  that  it 
has  reference  to  an  ultimate,  rather  than  an  immediate,  saving  in  money, 
is  closely  linked  with  whatever  selling  point  you  may  advance  in  selling 
an  article  that  is  essentially  useful. 


THE  CENTRAL  SELLING  POINT  37 

The  mind  can  easily  digest  and  assimilate  a  single  idea ;  the  presenta- 
tion of  a  number  of  ideas,  or  selling  points,  leads  only  to  confusion.  It 
usually  is  best,  therefore,  in  an  advertising  campaign,  in  any  one  sales 
letter,  or  in  a  series  of  sales  letters,  to  limit  yourself  to  the  development 
of  a  single  central  selling  point.  If  for  any  reason  you  deem  it  inadvis- 
able to  adhere  strictly  to  this  rule,  do  not  fail  to  see  to  it  that  among 
the  several  points  you  may  develop,  you  give  to  one  point  chief  emphasis. 
Hundreds  of  thousands  of  dollars  have  been  spent  in  driving  home  a 
single  business  slogan,  and  in  emphasizing  and  developing,  in  business 
letters  and  in  advertisements,  the  central  selling  point  that  lies  behind 
it.  The  direct  result  has  been  the  sale  of  millions  of  dollars'  worth  of 
products. 

Note  the  confusion  of  claims  in  the  following  paragraph  from  an 
advertisement : 

This  car  meets  every  requirement  of  the  automobilist.  It  has 
beauty  and  grace  of  design,  ease,  comfort,  speed,  power,  dura- 
bility, combined  with  flexibility,  utility,  and  economy. 

The  vivid  impression  left  in  the  mind  by  the  following  advertisement 
is  due  to  the  fact  that  the  advertiser  has  limited  himself  to  a  single  cen- 
tral selling  point,  endurance: 

WHERE  STRENGTH  MEANS  SAFETY 

A  storm-tossed  sea — a  giant  liner  crowded  to  the  rails  with 
panic-stricken  humanity — and  the  only  thing  between  the  rock- 
bound  coast  and  eternity — an  AC  CO  CHAIN — and  it  held. 

At  such  nerve-racking  times  you  can't  blame  people  for  asking 
— will  the  captain  fail  us?  Will  the  anchor  chains  hold? 

In  the  hour  of  peril,  you  can't  measure  human  life  nor  human 
suffering  in  dollars  and  cents. 

Ocean  travel  demands  SAFETY. 

Before  a  seaman  can  secure  a  pilot's  license  he  must  pass  the 
examiner's  test.  Before  an  ACCO  CHAIN  can  get  a  ''commis- 
sion" it  must  prove  its  STRENGTH — every  link  must  test  up  to 
its  rated  capacity  to  make  SAFETY  ABSOLUTE. 

ACCO  CHAINS  are  tested  with  the  largest  and  most  modern 
type  of  chain  tester  in  the  world. 


38  THE  SELLING  APPEAL 

You  can  stake  your  last  dollar  that  every  link  in  every  chain 
will  HOLD  for  the  purpose  intended.  And  we  make  chains  for 
every  known  requirement  from  Plumbers'  Safety  Chain  to  Ships' 
Anchor  Chain— all  sizes,  styles,  and  finishes. 

Economy,  through  saving  money  in  marketing  farm  produce  by  the 
use  of  motor  trucks,  is  the  central  selling  point  in  the  following  direct 
sales  letter.  Note  how  effectively  the  point  is  introduced  at  the  begin- 
ning and  summed  up  at  the  end,  of  the  letter : 

Dear  Sir : 

There  has  been  a  lot  of  talk  about  making  Alexandria  Pike  a 
free  road,  but  so  far  no  definite  action  has  been  taken.  You  must 
still  pay  tribute  to  an  old  worn-out  system  of  road  maintenance 
and  every  time  you  dig  down  into  your  pocket  for  the  price  of 
the  toll,  you  experience  a  feeling  of  being  ' '  held  up ' '  on  the  public 
highway. 

But  the  toll  that  you  pay  to  the  gate-keeper  is  small  in  com- 
parison with  the  tax  which  is  levied  upon  you  by  the  horse  and 
wagon  method  of  marketing  your  produce.  The  valuable  time 
which  this  method  requires  you  to  lose  between  your  farm  and  the 
city  markets  is  a  tax  on  your  profits — it  is  the  heaviest  toll  you  pay. 

There  are  many  farmers  in  Campbell  and  the  adjoining  counties 
who  have  solved  the  problem  of  quicker. and  cheaper  transporta- 
tion. For  the  slow  and  unprofitable  horse  and  wagon  equipment 
they  have  substituted  swift,  reliable  International  Motor  Trucks. 
If  you  are  not  acquainted  with  some  of  these  men  who  pass  you 
on  the  road  in  their  trucks,  we  shall  be  glad  to  give  you  their 
names  and  addresses. 

An  International  Motor  Truck  will  enable  you  to  secure  the 
highest  market  prices  for  your  produce  and  to  add  to  your  list  of 
customers.  This  rapid  delivery  system  will  make  it  possible  for 
you  to  produce  and  market  more  crops,  at  an  increased  profit, 
with  a  corresponding  decrease  in  transportation  costs,  because  the 
upkeep  of  an  International  Motor  Truck  is  less  than  that  of  horses 
required  to  do  the  same  work. 

Investigate  this  proposition  thoroughly.  Figure  the  cost  of 
your  present  horse  and  wagon  delivery  system  and  then  let  us 


THE  CENTRAL  SELLING  POINT  39 

show  you  how  much  cheaper  you  can  do  the  work  with  an  Inter- 
national Truck.     We  will  give  you  a  demonstration  on  request. 
Stop  paying  toll  to  the  horse  and  wagon  method. 

"Superior  flavor"  is  the  central  selling  point  chosen  by  the  Beech- 
Nut  Packing  Company  for  emphasis  in  a  large  number  of  advertisements 
and  sales  letters.  Even  in  letters  advancing  a  selling  point  other  than 
this,  the  opportunity  is  seized  of  making  brief  mention  of  the  flavor  of 
the  product.  "Beech-Nut  Jaffee  is  more  economical  than  other  drinks" 
is  the  central  selling  point  in  this  letter  to  a  dealer.  The  selling  point, 
' '  Superior  flavor, ' '  is,  however,  given  brief  mention : 

Dear  Sir : 

Just  another  reminder  about  Beech-Nut  Jaffee. 

You  grocers  these  days  have  so  few  articles  that  mean  real 
economy  to  offer  your  customers  that  the  following  about  Jaffee 
will  interest  you : 

Jaffee  makes  100  cups  to  the  pound. 

Jaffee  requires  but  one-third  the  amount  of  sugar  needed  for 
coffee  or  tea. 

Furthermore,  Jaffee  is  unique  in  that  it  has  real  flavor.  It  is 
a  product  that  will  build  new  business  without  disturbing  the 
old. 

It  will  cost  you  -  -  for  a  one  dozen  case,  to  tie  up  with  our 
advertising  campaign  to  start  October  22. 

Order  a  case  of  Jaffee  from  your  jobber  today. 

In  impressing  upon  their  correspondents  the  advantage  to  be  gained 
by  limiting  each  sales  letter  to  a  single  selling  point,  the  Goodyear  Tire 
and  Rubber  Company  quotes  three  letters,  the  first  of  which  attempts 
to  develop  five  different  selling  points,  and  the  last  two  of  which  are 
each  devoted  solely  to  the  development  of  a  single  point : 

Dear  Sir: 

If  some  tire  company  were  doing  things  to  increase  your  tire 
business  and  your  efficiency,  you  would  feel  like  buying  repair 
material  from  them,  wouldn't  you? 

Well,  the  Goodyear  Tire  and  Rubber  Company  is  doing  several 
things  to  help  you. 


40  THE  SELLING  APPEAL 

First  of  all,  we  have  taken  our  repair  plants  out  of  our  branches. 
We  are  not  going  to  compete  with  the  people  we  sell  material  to. 

Then,  we  adjust  all  tires  on  their  merits.  We  liberally  adjust 
defective  tires,  but  we  do  not  cut  prices  by  making  adjustments 
on  abused  tires.  Thus  we  create  more  business  for  you  because 
"tire  abusers"  will  have  to  have  their  tires  repaired  when  they 
injure  them  just  as  they  would  have  to  have  their  shoes  repaired. 

Another  assistance  is  a  separate  department  at  our  factory- 
supervised  by  one  of  our  expert  repairmen — for  vulcanizers  who 
want  to  come  in  and  get  the  benefit  of  our  years  of  experience  in 
tire  repairing. 

Still  another  feature — we  publish  a  complete  * '  Tire  Repairman 's 
Manual,"  which  is  a  snap-shot  of  our  repair  department  and  ex- 
periences. This  we  send  to  those  who  are  not  in  a  position  to  take 
advantage  of  our  repair  school. 

We  also  run  a  column  of  helpful  vulcanizing  hints  in  the  ' '  Good- 
year Tire  News,"  where  vulcanizers  can  exchange  ideas. 

All  of  this  is  simply  to  show  you  that  the  Goodyear  Tire  and 
Rubber  Company  is  interested  in  vulcanizers  and  that  its  interest 
is  not  limited  to  the  sale  of  repair  material. 

We  realize  the  part  the  vulcanizer  plays  in  tire  conservation 
and  in  tire  service.  Therefore  we  want  to  give  you  the  best 
we  Ve  got,  not  only  in  material  but  in  helpful  service  as  well. 

The   following   five   selling   points,   no   one   of   which   is   developed 
effectively,  are  touched  upon  in  the  above  letter : 

(1)  Taking  of  the  repair  shops  out  of  the  branches. 

(2)  Adjustment  policy. 

(3)  Repair  school. 

(4)  Tire  Repairman's  Manual. 

(5)  Tire  News. 

Note  how  much  more  vivid  is  the  impression  made  by  the  single 
selling  point  developed  in  the  following  letter: 

Dear  Sir: 

What  is  Goodyear  doing  for  vulcanizers  ? 

Well,  we  have  taken  our  repair  plants  out  of  our  branches  for 
one  thing. 


THE  CENTRAL  SELLING  POINT  41 

And  that  's  fairly  important,  we  think,  to  refuse  to  compete 
with  people  to  whom  we  want  to  sell  repair  material. 

Don't  you  agree  that  cooperation  is  better  than  competition  at 
any  stage  of  the  game  ? 

That's  our  program. 

P.  S.  Cooperation  means  working  together.  By  it  we  both 
accomplish  more. 

A  second  selling  point  is  developed  in  a  second  letter: 

Dear  Sir : 

A  master  vulcanizer's  certificate  should  be  framed  and  hung 
on  the  wall  in  your  shop. 

You  can't  buy  one  any  more  than  you  can  a  University  degree. 

But  you  can  get  one  by  completing  a  course  in  the  Goodyear 
School  of  Tire  Repairing — and  it  's  a  mighty  good  school. 

If  you  can't  take  the  course,  maybe  one  of  your  employees 
would  like  to. 

Send  him  in;  we  '11  take  care  of  him;  and  we  won't  charge  you, 
or  him,  one  penny. 

P.  S.  This  is  not  a  bait  to  sell  materials.  It  's  simply  another 
example  of  Goodyear  cooperation. 


CHAPTER  IV 

SUGGESTION 

THE   PRINCIPLES   OP   THE   APPEAL 
OUTLINE 

I.  The  selling  appeal  is  directed  at  getting  the  prospect  to  accept  the  idea 

we  wish  him  to  accept  and  to  act  in  the  way  we  wish  him  to  act. 
II.  The  prospect  will  accept  the  idea  we  wish  him  to  accept  and  will  act  in 
the  way  we  wish  him  to  act,  as  the  result  of  one  of  two  mental  processes: 
(A)   The  Reasoning,  or  Deliberative,  Process. 
(B)   The  Suggestive,  or  Instinctive,  Process. 
III.  Steps  of  the  Suggestive,  or  Instinctive,  Process : 

(A)  A   memory    of   past    experience,    stored    in    the    prospect's    sub- 
conscious mind,  is  awakened  by  suggesting  to  him  an  idea  closely 
associated  with  this  past  experience. 

(B)  This  memory  of  past  experience,  being  recalled,  awakens  in  the 
prospect    emotions,  which  may  be  defined  as  "tendencies  to  feel," 
and  which,  if  our  selling  appeal  is  effective,  result  in  feelings 
akin  to  feelings  which  accompanied  the  original  experience. 

(C)  These  feelings  result  in  instincts,  which  may  be  defined  as  "ten- 
dencies to  act,"  and  which,  if  our  selling  appeal  is  effective,  result 
in    action    similar  to   action   taken   at   the   time   of   the   original 
experience. 


CHAPTER  IV 

SUGGESTION 

THE  selling  appeal  always  is  directed  at  getting  the  prospect  to 
accept  the  idea  we  wish  him  to  accept  and  to  act  in  the  way  we  wish 
him  to  act.     The  idea  we  wish  him  to  accept  is  the  idea  that  he  wants 
our  product ;  the  action  we  wish  him  to  take  is  action  leading  to  the 
fulfillment  of  his  want  through  the  purchase  of  the  product. 

The  prospect  will  accept  an  idea,  or  he  will  act  along  certain  definite 
lines,  as  the  result  of  one  of  two  mental  processes: 

(1)  The  Reasoning,  or  Deliberative,  Process. 

(2)  The  Suggestive,  or  Instinctive,  Process. 

In  reaching  a  decision  by  the  Reasoning,  or  Deliberative,  Process, 
the  prospect  takes  time  carefully  to  weigh  the  advantages  of  purchase 
against  the  disadvantages  of  purchase.  His  decision  is  reached  slowly 
and  "deliberate!}7,"  in  response  to  the  workings  of  his  " conscious, "  or 
reasoning  mind. 

In  reaching  a  decision  by  the  Suggestive,  or  Instinctive,  Process,  the 
prospect  acts  without  pausing  rationally  to  weigh  the  advantages  on  the 
one  hand  against  the  disadvantages  on  the  other  hand.  His  buying 
decision  is  reached  quickly  and  ' '  instinctively, ' '  in  response  to  the  work- 
ings of  his  subconscious  mind. 

Let  us  consider  first  the  principles  underlying  the  Suggestive  Process. 
The  steps  in  this  process  are  three : 

(a)  A  memory  of  past  experience,  stored  in  the  prospect's  sub- 
conscious mind,  is  awakened  by  suggesting  to  him  an  idea  closely 
associated  with  this  past  experience. 

(b)  This  memory  of  past  experience  being  recalled,  awakens 
in  the  prospect  emotions  which  may  be  defined  as  "  tendencies  to 
feel,"  and  which,  if  our  selling  appeal  is  effective,  result  in  feel- 
ings akin  to  the  feelings  which  accompanied  the  original  experi- 
ence. 

45 


46  THE  PRINCIPLES  OF  THE  APPEAL 

(c)  These  feelings  result  in  instincts,  which  may  be  defined 
as  "tendencies  to  act,"  and  which,  if  our  selling  appeal  is  effective, 
result  in  action  similar  to  action  taken  at  the  time  of  the  original 
experience. 

(a)  A  memory  of  past  experience,  stored  in  the  prospect's  sub- 
conscious mind,  is  awakened  by  suggesting  to  him  an  idea  closely 
associated  with  this  past  experience. 

The  subconscious  mind  may  be  regarded  as  a  storehouse  of  memories 
which  are  the  result  of  the  past  experience  of  the  individual  and  of  the 
past  experience  of  the  race. 

Ordinarily,  we  are  not  conscious,  that  is,  we  are  not  aware,  of  these 
memories.  It  is  as  if  they  were  books,  or  chapters  of  books,  in  a  great 
library,  awaiting  the  call  number  that  will  bring  them  into  circulation ; 
for  long  periods  they  remain  hibernating  in  the  storehouse  of  the  mind. 

We  ourselves  are  able  to  awaken  these  memories,  to  quicken  them  to 
life.  It  is  a  common  practice  for  us  to  "search  the  memory"  for  almost 
forgotten  recollections  of  days  gone  by.  Thus,  as  I  sit  in  the  late  after- 
noon, I  begin  to  ponder  over  the  experiences  of  my  boyhood  days.  I 
recall  the  willow  trees  that  led,  and  doubtless  still  lead,  to  the  swimming 
pool  where  I  used  to  swim  as  a  boy. 

Of  its  own  accord,  the  recollection  of  the  willow  trees  awakens 
recollection  of  the  cool  water  of  the  swimming  pool.  Hence,  it  will  be 
noted  that,  once  I  start  my  train  of  thought,  I  am  unable  to  stop  it 
with  a  single  recollection.  This  latter  recollection  awakens  in  turn  still 
another  recollection.  I  recall  Tommy  Rice,  and  Billy  Hannaford,  and 
Jimmy  Blake,  and  half  a  dozen  others  of  my  boyhood  friends  with 
whom  I  used  to  go  swimming,  and,  thinking  of  them,  I  recall  the  school- 
house  where  we  went  to  school,  the  games  of  marbles  we  played  in  the 
dust  of  the  schoolyard,  the  sandwich  luncheons  we  ate  from  tan-colored, 
cardboard  lunch  boxes. 

Thus  my  mind  is  so  constituted  that,  as  we  say,  "one  idea  leads  to 
another."  Having  been  grouped  together — associated — in  my  past  ex- 
perience, my  ideas  continually  tend  to  group  themselves  together  again, 
and  one  idea  being  recalled  recalls  the  remaining  ideas  of  the  group, 
until  the  past  experience  itself,  in  all  its  essential  details,  is  recalled. 
This  principle,  upon  which  the  awakening  of  memories  is  based,  is  known 
as  the  Principle  of  the  Association  of  Ideas. 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  47 

In  the  above  case,  the  idea  of  the  willow  tree  is  recalled  of  my  own 
accord.  Therefore,  the  recalling  of  this  idea  and  of  succeeding  ones 
associated  with  it,  is  not  the  result  of  Suggestion.  The  ideas  are  not 
"suggested"  to  me,  but  are  "called  up"  by  me. 

Only  when  the  first  idea  is  recalled  by  some  outside  agency  may  it 
be  said  that  a  memory  of  past  experience  is  awakened  by  Suggestion. 
On  looking  out  of  a  window,  did  I  see  a  willow  tree  and  did  this  willow 
tree  recall  the  idea  of  the  willow  tree  of  my  boyhood,  this  first  recollec- 
tion, together  with  the  associated  recollections  it  awakens,  would  be 
purely  the  result  of  Suggestion.  In  an  advertisement,  did  a  picture  of  a 
camp  fire,  or  reference  to  a  camp  fire,  recall  to  my  mind  first  one,  and 
then  a  number,  of  recollections  of  days  spent  in  the  woods,  these  recol- 
lections would  be  purely  the  result  of  Suggestion. 

(b)  This  memory  of  past  experience  being  recalled,  awakens  in 
the  prospect  emotions,  which  may  be  defined  as  "tendencies  to 
feel,"  and  which,  if  our  selling  appeal  is  effective,  result  in  feel- 
ings akin  to  feelings  which  accompanied  the  original  experience. 

A  memory  of  past  experience,  once  it  is  recalled,  gives  rise  to 
tendencies  which  incline  us  to  feel  very  much  as  we  felt  at  the  time  of 
the  original  experience.  These  tendencies  to  feel  are  called  emotions.  If 
they  are  strong  enough,  they  result  in  our  being  aware  of  feelings  akin 
to  our  feelings  at  the  time  of  our  original  experience.  In  such  case, 
when  the  camp  fire  awakens  my  memory  of  appetizing  bacon  cooked  and 
eaten  in  the  great  out-of-doors,  I  again  feel  my  "mouth  watering,"  I 
again  feel  the  urge  of  a  healthy,  out-of-door  appetite.  The  awakened 
memory  thus  gives  me  a  tendency  to  "live  over  again"  my  past  ex- 
perience. 

In  the  above  instance,  my  feelings  are  pleasing  ones.  And  it  is  of 
prime  importance  to  note  that  these  pleasing  feelings,  based  upon  an 
agreeable  experience,  cause  me  to  regard  as  pleasing  and  desirable 
things  associated  with  this  experience.  I  regard  the  bacon,  which  the 
illustration  represents  as  being  cooked  over  a  camp  fire,  as  altogether 
desirable. 

If,  on  the  other  hand,  my  original  experiences  are  disagreeable,  and 
awaken  in  me  displeasing  feelings,  I  regard  the  things  associated  with 
these  experiences  as  displeasing.  For  example:  Instead  of  suggesting 


48  THE  PRINCIPLES  OF  THE  APPEAL 

to  me  an  agreeable  experience  concerned  with  eating  appetizing  bacon 
around  a  camp  fire,  did  the  advertisement  suggest  to  me  a  disagreeable 
experience  of  eating  unappetizing  bacon  in  a  boarding  house,  my  dis- 
pleasing feelings  awakened  by  this  suggestion  would  cause  me  to  regard 
the  bacon  as  undesirable. 

Only  when  unopposed  by  displeasing  feelings,  will  pleasing  feelings 
exert  their  strongest  and  most  positive  influence.  Thus  the  pleasing 
feelings  of  appetizing  food,  so  long  as  they  are  unopposed,  make  the 
food  seem  to  me  highly  desirable ;  this  desire,  however,  soon  wanes  when 
a  displeasing  feeling  of  unappetizing  food  is  suggested  to  me. 

(c)  These  feelings  result  in  instincts,  which  may  be  defined  as 
" tendencies  to  act,"  and  which,  if  our  selling  appeal  is  effective, 
result  in  action  similar  to  action  taken  at  the  time  of  the  original 
experience. 

The  feelings  awakened  when  a  memory  of  past  experience  is  recalled, 
give  rise  to  instincts,  or  "tendencies  to  act,"  which,  if  strong  enough, 
result  in  action  similar  to  the  action  taken  at  the  time  of  the  original 
experience.  When  again  I  feel  the  keen  urge  of  appetite,  my  inclination 
is  to  eat  food  similar  to  that  once  eaten  around  the  smouldering  camp 
fire.  If  this  instinct,  this  tendency  to  act,  is  strong  enough,  it  will 
result  in  my  taking  action  similar  to  the  action  I  took  at  the  time  of  my 
original  experience ;  that  is,  it  will  result  in  my  eating  food  of  the  same 
kind. 

Since  the  above  instinct  is  the  result  of  pleasing  feelings,  based 
upon  agreeable  experience,  it  inclines  me  to  repeat  the  enjoyable  experi- 
ence. 

In  the  case  of  displeasing  feelings  awakened  by  recalling  a  disagree- 
able experience,  it  is  to  be  noted  that  my  instinct  inclines  me  to  refrain 
from  repeating  the  experience.  Thus  when  I  am  aware  of  displeasing 
feelings  awakened  by  my  experience  with  unappetizing  food,  my  instinct 
inclines  me  to  refrain  from  eating  food  of  the  same  kind. 

Our  selling  appeal  concerns  itself  with  such  instincts  of  the  prospect 's 
as  incline  him  to  action  of  a  positive  sort,  and  not  with  such  instincts 
as  incline  him  to  action  of  a  negative  sort.  We  are  concerned  with 
getting  the  prospect  to  do  something  we  wish  him  to  do,  to  purchase  our 
product;  we  are  not  concerned  with  getting  him  to  refrain  from  doing 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  49 

something  we  do  not  wish  him  to  do.  Our  selling  appeal,  therefore,  is 
based  upon  pleasing  experiences  which  give  rise  to  pleasing  feelings  that 
the  product  is  desirable,  and  which,  in  this  manner,  lead  to  instincts 
dictating  purchase  of  the  product. 

Our  only  concern  with  displeasing  feelings  is  to  avoid  awakening  them 
in  the  reader's  mind, Jest  they  incline  him  to  refrain  from  taking  the 
action  we  wish  him  to  take. 

Ideas  which  suggest  these  displeasing  feelings  to  the  reader  are  known 
as  "negative"  ideas;  suggestion  employed  in  presenting  these  "negative" 
ideas  is  known  as  '  *  negative ' '  suggestion. 

When,  in  the  selling  appeal,  "negative"  ideas  are  presented  to  the 
prospect,  they  result  in  opening  up  to  him  two  opposing  lines  of  possible 
action,  and  thus  they  cause  him  to  resort  to  his  reasoning  mind  to  weigh 
the  advantages  of  one  line  of  action  against  the  disadvantages  of  the 
opposing  line  of  action.  In  other  words,  his  decision,  in  such  case,  is 
made  as  the  result  of  the  workings  of  the  Reasoning  Process,  and  not  as 
the  result  of  the  Suggestive  Process.  Our  appeal  by  Suggestion  has 
failed  of  its  purpose. 

For  example:  The  positive  suggestion  of  appetizing  food  eaten 
around  a  camp  fire  awakens  a  pleasing  feeling  that  inclines  me  to  eat 
food  of  the  same  kind.  The  negative  suggestion  of  unappetizing  food 
awakens  a  displeasing  feeling  that  inclines  me  to  refrain  from  eating 
food  of  the  same  kind.  Let  us  suppose  that  these  two  contrasted  feel- 
ings are  suggested  to  me  by  two  different  advertisements,  or  by  two 
different  references  in  the  same  advertisement.  The  result  is  that  one 
instinct  impels  me  in  one  direction,  and  one  instinct  in  an  opposite 
direction.  These  two  lines  of  opposing  action  must  be  referred  to  my 
reasoning  mind  for  decision,  for  my  instincts  cannot  dictate  action  when 
one  alternative  opposes  the  other;  my  instincts  can  dictate  action, 
only  when  one  possible  line  of  action  is  presented. 

Note  how  steps  (a),  (b),  (c)  of  the  appeal  by  Suggestion  are  em- 
ployed in  the  following  advertisement: 

REMEMBER— WHEN  YOU  WERE  A  KID— HOW  GOOD 
MOTHER'S  APPLE  BUTTER  TASTED? 

Remember,  after  a  hard  day's  play — when  you  were  so  hungry 
that  you  just  couldn't  wait  until  meal  time — how  your  mother 


50  THE  PRINCIPLES  OF  THE  APPEAL 

used  to  cut  off  a  generous  slice  of  bread  and  cover  it  thick  with 
apple  butter  1 

Of  course  you  remember.  And  you  've  never  tasted  anything 
since,  that  tasted  quite  so  good,  have  you? 

Call  back  those  careless,  carefree,  childhood  days — with  Libby's 
Apple  Butter.  Taste  it  once — and  you  '11  declare  that  Libby  chefs 
must  have  used  the  very  recipe  your  mother  used. 

Taste  it — and  you  '11  picture  in  your  mind  the  juicy,  red-ripe 
apples  that  contribute  to  its  making.  You  '11  linger  long  over  the 
fragrance  of  its  Orient-grown  spices,  its  tang  of  sparkling  cider, 
its  subtle  cane  sugar  sweetness. 

Keep  Libby's  Apple  Butter  in  the  pantry — and,  like  in  days 
when  you  were  a  kid,  you  '11  often  long  to  slip  out  there  and  slyly 
enjoy  a  slice  of  bread  heaped  high  with  the  irresistible  spread. 
You  '11  want  the  children  to  have  it,  too — and  sometimes  you  '11 
wonder  whether  they  can  possibly  enjoy  it  more  than  you. 

Order  Libby's  Apple  Butter  from  your  grocer — he  has  it  or 
will  gladly  get  it  for  you. 

In  the  above  advertisement,  the  steps  of  the  appeal  by  Suggestion 
are  applied  as  follows: 

(A)  Mention  of  the  days  when  mother  used  to  spread  a  slice 
of  bread  thick  with  apple  butter,  suggests  to  the  reader  a  memory 
of  past  experience  closely  associated  with  the  eating  of  appetizing 
food. 

(B)  This  memory,  being  recalled,  results  in  emotions,  or  " ten- 
dencies to  feel, ' '  which  result  in  feelings  akin  to  the  feelings  which 
accompanied  the  original  experience;  that  is,  the  reader  feels  his 
* '  mouth  water. ' ' 

( C )  These  feelings  result  in  instincts  which  incline  the  reader 
to  repeat  his  former  action  of  eating  apple  butter. 

The  following  advertisement  likewise  is  based  upon  the  appeal  by 
Suggestion : 

DO  YOU  REMEMBER  LAST  SUMMER,  FELLOWS? 

Particularly  that  day  when  your  boat  stole  as  quietly  as  a 
moccasin-shod  Apache  to  the  spot  where  the  trees  cast  their  shade 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  51 

over  the  water  ?  Then  suddenly,  astern,  a  ' '  plop, "  as  a  lusty  bass, 
having  gorged  himself  on  minnows,  arose  to  make  dessert  of  an 
incautious  fly? 

Then  the  whir-r-r  of  your  steady  Meek  Reel,  as  you  cast  into 
the  depths.  The  strike!  A-a-ah!  Say,  didn't  that  "ornery" 
fish  run?  He  did  a  hundred  yards  in  nothing  flat,  but  you 
did  n  't  have  time  to  worry,  because  you  knew  Meek  was  * t  on  his 
trail"  all  the  time. 

Wasn't  it  some  fight  when  you  and  your  Meek  Reel  decided 
he  had  run  long  enough?  It  was  a  good  thing  that  you  had  a 
"Bristol"  Steel  Fishing  Rod  that  day.  Its  pliancy  and  strength 
saved  you  from  defeat  time  after  time  as  that  cuss  tried  every  trick 
known  to  his  trade.  But  the  result  was  never  in  doubt,  with  your 
Meek  Reel  and  your  "Bristol"  Rod  on  the  job.  Gee,  but  wasn't 
it  a  great  supper  that  followed?  Makes  you  hungry  to  think 
of  it,  doesn't  it? 

Well,  Spring  is  only  a  few  months  away.  Are  you  going  fishin ' 
again!  Thought  so.  Then  be  sure  you  take  some  friends  along. 
Let  them  know  how  good  * l  Bristol ' '  Steel  Fishing  Rods  and  Meek 
Reels  really  are,  so  they  will  have  the  right  kind  of  tackle  for  bars 
and  any  other  fish  they  want.  They  're  the  standard  for  all  fish- 
ing, in  all  kinds  of  weather,  in  all  kinds  of  water. 

By  the  way,  if  your  tackle  needs  repairing  or  overhauling,  send 
it  to  us  during  the  winter  months.  Don't  wait  until  the  rush  is 
on.  Now  is  the  time  to  prepare. 

We  prefer  that  you  and  your  friends  buy  ' '  Bristol ' '  Steel  Fish- 
ing Rods  and  Meek  or  Blue  Grass  Reels  of  your  sporting  goods 
dealer,  but  if  he  can  not  supply  you,  or  doesn't  appear  anxious 
to  do  so,  we  will  equip  you  by  mail  at  catalog  prices.  Refuse 
substitutes.  Send  for  "Bristol"  and  Meek  illustrated  catalog  to- 
day. It  's  free. 

Thus  far  we  have  considered  only  such  memories  of  past  experience 
as  have  been  stored  in  the  subconscious  mind  by  the  experience  of  the 
individual  during  his  lifetime.  Another  class  of  memories  also  must 
be  taken  into  consideration;  memories  stored  in  the  subconscious  mind, 
not  by  the  experience  of  the  individual  himself  but  by  the  experience  of 
his  ancestors  who  have  lived  in  countless  centuries  gone  by;  that  is, 


52  THE  PRINCIPLES  OF  THE  APPEAL 

memories  stored  in  the   subconscious  mind  by  the   experience  of  the 
race. 

Consider,  in  this  regard,  the  following  bit  of  verse  which,  as  I  read 
it,  this  evening,  arouses  in  me  poignant  sensations  of  pity  and  of  sorrow : 

There  's  a  dead  loon  in  the  camp  tonight,  killed  by  a  clever 
fool. 

And  down  the  lake  a  live  loon  calling 

In  part,  the  recollections  which  this  verse  suggests  to  my  mind,  and 
which  result  in  feelings  of  pity  and  sorrow,  are  the  result  of  my  own 
personal  experience;  in  part  they  are  the  result  of  the  experience  of 
the  race. 

By  reason  of  my  own  personal  experience,  I  recall  a  camp  I  have 
known  in  the  moonlight;  I  see  the  campfire  flicker  and  die  out;  I  see 
the  faces  of  my  friends  in  the  shadows ;  I  hear  again  the  lonely  call  of  a 
bird  across  the  lake. 

But  my  personal  experience  does  not  include  the  body  of  a  dead  bird 
thrown  down  in  the  tall  grass  at  one  side  of  the  camp,  just  outside  of  the 
shadows  of  firelight.  In  my  own  experience  alone  there  has  been  nothing 
so  distressing  as  to  cause  to  awaken  the  poignant  feelings  that  the  verse 
actually  does  awaken. 

The  poignancy  of  my  feelings  is  due  to  the  fact  that  the  experiences 
of  my  ancestors  in  by-gone  centuries  have  left  racial  memories  in  my 
subconscious  mind,  just  as  my  own  experiences  have  left  personal 
memories  there.  And  some  of  the  sorrow,  some  of  the  longing,  some 
of  the  loneliness  of  my  ancestors,  whose  experience  it  was  to  sit  at  night 
in  the  shadows  and  listen  to  the  dismal  sound  of  birds  calling  across  the 
hike,  come  to  me  upon  my  reading  of  the  verse,  and  are  in  a  large  part 
responsible  for  the  poignancy  of  the  feelings  that  are  awakened. 

A  lake  at  night,  and  a  lonely  bird  calling  across  the  lake,  must  be 
an  integral  part  of  this  racial  experience,  for  it  is  the  suggestion  of  these 
things  that  quickens  into  life  the  racial  memory,  just  as  it  is  the  sug- 
gestion of  the  willow  tree  of  my  boyhood  days  that  quickens  into  life 
the  personal  memory.  The  racial  memory  of  these  things  is  not,  it  is 
true,  imprinted  on  my  subconscious  mind  in  such  a  way  that  I  am  able 
to  recall  them  with  any  degree  of  definiteness.  My  subconscious  mind, 
even  when  the  memory  is  awakened,  does  not  furnish  me  with  a  definite 
and  detailed  picture  of  the  lakes  near  which  my  ancestors  camped  in 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  53 

the  evening,  nor  does  my  subconscious  mind  furnish  me  with  a  definite 
conception  of  the  sound  the  birds  made  calling  across  the  lakes. 

All  of  this  is  vague ;  beyond  my  power  to  recall.  But  the  memories, 
vague  as  they  are,  nevertheless  persist.  Once  they  are  recalled,  they 
awaken  emotions  of  pity  and  sorrow  and  loneliness  akin  to  the  emotions 
felt  by  my  ancestors  at  the  "time  of  the  original  experience,  just  as  my 
personal  memories  of  the  swimming  pool,  once  they  are  recalled,  awaken 
emotions  akin  to  the  emotions  I  felt  in  my  boyhood  days. 

Likewise,  these  racial  memories,  once  they  are  recalled,  incline  me 
to  act  in  pretty  much  the  same  way  my  ancestors  acted  at  the  time 
of  the  original  experience.  Just  as  my  ancestors,  oppressed  with  a 
feeling  of  gloom  and  melancholy,  heaped  wood  upon  the  fire  that  the 
cheerful  blaze  might  dispel  the  feeling  of  foreboding  and  gloom,  just  as 
my  ancestors  huddled  nearer  together  seeking  the  solace  of  human  com- 
panionship, so  do  I  act  upon  reading  the  bit  of  verse  that  suggests  the 
racial  memory  to  my  mind,  paralleling  their  action  by  snapping  on  an 
electric  light  that  the  room  might  be  brighter  and  more  cheerful ;  so  do  I 
act,  turning  to  my  friend,  who  has  been  reading  in  silence,  and  engaging 
him  in  conversation  that  I  may  be  more  aware  of  his  companionship. 
Because  the  original  racial  experience  was  a  disagreeable  one,  my  ten- 
dency now  is  to  take  such  steps  as  will  enable  me  to  refrain  from  a  repeti- 
tion of  the  experience ;  had  the  original  racial  experience  been  an  agree- 
able one,  my  tendency  would  be  to  repeat  the  experience. 

Instincts  which  I  inherit  from  my  ancestors  thus  enable  me,  without 
reasoning  out  my  decision,  to  arrive  at  a  decision  that  will  bring  pleasing, 
or  displeasing  things,  into  a  relation  which  will  be  most  conducive 
to  my  well  being. 

Suggestion  thus  causes  me  not  only  to  parallel  action  I  took  in  the  past, 
but  also  to  parallel  action  my  ancestors  took  in  the  past.  I  am  inclined 
to  repeat,  under  given  conditions,  action  I  already  have  taken,  or  action 
my  ancestors  already  have  taken,  under  similar  conditions. 

So  vast  has  been  the  experience  of  my  ancestors,  over  so  long  a  period 
of  time  has  it  extended,  that  the  influence  of  racial  memories  is  in  reality 
felt  in  every  emotion  I  feel,  in  every  suggested  action  I  take.  No  emo- 
tion of  mine  can  be  said  to  be  purely  a  personal  emotion,  no  instinct 
of  mine  can  be  said  to  be  purely  a  personal  instinct.  When  the  memor- 
ies of  the  swimming  pool  of  my  boyhood  days  are  suggested  to  me,  the 
very  emotions  I  feel  and  the  very  instincts  I  respond  to,  are  influenced 


54  THE  PRINCIPLES  OF  THE  APPEAL 

by  the  instincts  and  emotions  of  ancestors  of  mine  who  for  generations 
past  have  taken  keen  delight  in  swimming,  and  whose  experiences  have 
left  racial  memories  in  my  subconscious  mind.  Similarly,  every  ex- 
perience I  have  in  this  lifetime  has  its  corresponding-racial  memory ;  every 
experience  of  mine  is,  in  greater  or  less  degree,  a  duplication  of  an  ex- 
perience through  which  millions  of  the  members  of  the  race  already  have 
passed. 

My  ancestors,  as  they  went  about  at  night,  were  in  constant  danger 
of  attack  from  thieves  bent  upon  robbing  them,  or  from  personal  ene- 
mies bent  upon  killing  them.  The  crouching  figure  of  the  footpad 
along  a  lonely  highway  suggests  to  my  subconscious  mind  a  recollection 
of  the  past  experience  of  my  ancestors;  this  first  recollection  awakens 
other  associated  recollections  of  the  racial  experience,  until  the  experi- 
ence, in  all  its  essential  details,  is  recalled.  And,  aroused  by  these  recol- 
lections, I  respond  immediately  to  the  same  emotion  of  courage,  to  the 
same  instinct  of  fighting,  to  which  my  brave  ancestors,  under  similar 
conditions,  responded.  Or,  if  mine  has  been  a  heritage  from  ancestors 
who  were  lacking  in  courage,  I  respond  to  the  same  emotion  of  fear,  to 
the  same  instinct  of  flight,  that  my  timorous  ancestors  responded  to 
when  in  the  presence  of  similar  danger. 

In  like  manner,  we  respond,  as  did  our  ancestors,  to  emotions  of  am- 
bition, of  pride,  and  of  love ;  and,  in  like  manner,  we  respond  to  the  in- 
stincts that  correspond  to  these  emotions.  We  are  impelled  by  the  emo- 
tion of  ambition  to  put  forth  our  best  effort  in  an  attempt  to  excel  in 
competitive  contests ;  we  are  impelled  by  the  emotion  of  pride  to  attach 
inordinate  importance  to  our  own  personal  possessions  and  to  our  own 
personal  ideas;  we  are  impelled  by  the  emotion  of  love  to  cherish  and 
to  safeguard  those  near  and  dear  to  us — just  as  our  ancestors,  confront- 
ing the  same,  or  similar  conditions,  were  similarly  impelled  by  the 
emotions  of  ambition,  pride,  or  love. 

The  experience  of  our  ancestors  in  killing  wild  animals,  to  provide 
themselves  with  food  and  to  protect  their  own  lives  and  the  lives  of 
those  near  to  them,  have  implanted  in  our  subconscious  minds  racial 
memories  which,  when  awakened,  give  rise  to  the  somewhat  brutal  "hunt- 
ing instinct,"  the  instinct 4o 'kill.  The  following  advertisement  by  Sug- 
gestion is  aimed  at  awakening  these  memories. 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  55 

HE  'S  CHARGING— STOP  HIM! 

Here  he  comes — six  hundred  pounds  of  wounded,  raving,  fight- 
ing grizzly!  Wicked,  pointed  .head  stretched  out — evil  little 
pig  eyes  glaring  hate — long  yellow  tusks  snapping  in  bloody 
foam — high  shoulders  rocking  with  effort  as  they  drive  the  ten- 
inch  hooked  chisels  of  claws  rippling  through  the  moss — smash 
through  the  witch-hopples — here  he  comes! 

Easy  does  it — take  your  time !  The  little  .250-3000  Savage  rises 
easily,  smoothly,  into  line.  Squeezing  the  pistol-grip  frozen 
against  the  stock — seeing  both  sights — following  that  slavering 
chin  with  the  bead — holding  your  breath  and  shutting  down  stead- 
ily with  your,  trigger-finger.  Bang ! 

Fingers  racing,  before  the  end  of  the  shot  you  're  reloaded  and 
ready  again.  But  he  's  down.  Crumpled  end  over  end  in 
his  stride.  That  vicious  little  87  grain  pointed  bullet,  traveling 
3000  feet  per  second,  smashed  through  his  jaw,  shivered  his  neck 
vertebra  to  splinters,  and  splashed  them  through  his  lungs. 
Never  knew  what  struck  him — dead  when  he  hit  the  ground. 

Only  seven  pounds  of  rifle — the  .250-3000  Savage.  Six  shots — 
in  two  seconds,  if  you  need  them  that  fast — and  each  of  them  with 
a  gilt-edge  target  accuracy  that  would  hit  the  800  yard  military 
bullseye,  and  punch  enough  to  slam  through  half -inch  steel  boiler- 
plate at  a  hundred  yards.  Solid  breech  hammerless,  with  checked 
extra-full  pistol-grip  and  forearm  and  corrugated  steel  shotgun 
buttplate  and  trigger.  See  it  at  your  dealer's.  He  can  supply 
you.  For  complete  description  write  us. 


CHAPTER    V 

SUGGESTION 
THE   APPLICATION   OF    THE   PRINCIPLES    OF   THE   APPEAL 

OUTLINE 

The  steps  in  the  selling  appeal  by  Suggestion  are  as  follows: 

(A)  A  memory  of  past  experience  is  suggested  to  the  prospect. 

(1)  The  memory  must  be  based  upon  a  real  and  vital  experience. 

(2)  The    suggested    idea    employed    in    awakening    the    memory    must 
parallel   as   nearly   as   possible  the  circumstances  of   the  original 
experience. 

(B)  The  emotions,   awakened  by  this  memory,  give  rise  to  pleasing  feelings 
which  the  prospect  attaches  to  things  associated  in  his  experience  as  pleas- 
ing, and  which,  in  this  manner,  cause  him  to  regard  these  things  as  desir- 
able. 

(1)  We  must  make  certain  that  the  feelings  we  arouse  in  the  prospect 
are  pleasing  feelings. 

(2)  We  must  make  certain  that  the  prospect  attaches  these  pleasing 
feelings  to  the  product. 

(3)  We  must  conserve  and  strengthen   the  pleasing  feelings  we  have 
caused  the  prospect  to  attach  to  the  product. 

(C)  These  pleasing  feelings  give  rise  to  instincts  which  result  in  such  action 

as  will  enable  him  again  to  possess  and  enjoy  these  desirable  things. 

(1)  We  may  cause  the  prospect  more  readily  to  take  action  leading 
to  the  purchase  of  the  product  if  we  represent  this  action  as  being 
similar  to  action  he  already  has  taken. 

(2)  We  may  cause  the  prospect  more  readily  to  take  action  leading  to 
the  purchase  of  the  product  if  we  remove  every  hindrance  that 
stands  in  the  way  of  his  taking  action. 

(3)  We  may  ca.use  the  prospect  more  readily  to  take  action  leading 
to  the  purchase  of  the  product  if  we  keep  from  his  mind  all  ideas 
of  opposing  action. 


CHAPTER  V 

SUGGESTION 
THE   APPLICATION    OF    THE   PRINCIPLES    OF    THE    APPEAL 

IN  Chapter  IV  we  discussed  the  principles,  of  the  appeal  by  Suggestion. 
It  now  remains  for  us  to  consider  with  definite  detail  the  applica- 
tion of  these  principles  in  the  selling  appeal. 

The  steps  in  the  appeal  by  Suggestion,  as  we  already  have  outlined 
them,  are,  in  brief,  as  follows: 

(A)  A  memory  of  past  experience  is  suggested  to  the  prospect. 

(B)  The   emotions,   awakened   by  this   memory,   give   rise   to 
pleasing  feelings  which  the  prospect  attaches  to  things  associated 
in  his  experience  as  pleasing,  and  which,  in  this  manner,  cause 
him  to  regard  these  things  as  desirable. 

(C)  These  pleasing  feelings  give  rise  to  instincts  which  result 
in  such  action  as  will  enable  him  again  to  possess  and  enjoy  these 
desirable  things. 

Let  us  take  up,  step  by  step,  these  three  phases  of  the  appeal. 

(A)  A  memory  of  past  experience  is  suggested  to  the  prospect. 

(1)  The  memory  must  be  based  upon  a  real  and  vital  ex- 
perience. 

(2)  The    suggested    idea    employed    in    awakening    the 
memory  must  parallel  as  nearly  as  possible  the  cir- 
cumstances of  the  original  experience. 

( 1 )  The  memory  must  be  based  upon  a  real  and  vital  experience. 

We  cannot  expect  the  memory  we  suggest  to  arouse  emotions  that; 
are  strong  and  positive,  unless  it  is  based  upon  a  real  and  vital  experi- 
ence of  the  prospect's.  Reference  to  the  cool  waters  of  a  swimming 
hole  is  not  likely  to  awaken  strong  emotions  in  prospects  brought  up 
in  a  large  city.  Their  boyhood  experiences  did  not  concern  swimming 

59 


60        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

holes  like  those  that  were  the  delight  of  the  boy  brought  up  on  the  farm 
or  in  the  small  country  town.  Whatever  association  there  is  in  the  mind 
of  the  city  dweller,  between  the  idea  of  a  swimming  hole  and  a  feeling  of 
rest  and  relaxation,  it,  likely,  is  the  result  of  his  experience  of  reading 
about  swimming  holes  in  books  and  magazines.  Similarly,  reference  to 
appetizing  foods  "such  as  mother  used  to  cook"  does  not  awaken  strong 
emotions  in  the  mind  of  a  prospect  whose  mother,  having  spent  her  time 
in  discharging  and  incurring  social  obligations,  has  not  found  time  to 
cook. 

In  awakening  by  Suggestion  a  personal  experience  of  the  prospect's, 
select,  then,  an  experience  that  has  foundation  in  fact. 

Advertisers  apply  this  simple  principle  day  after  day  in  their  illus- 
trations in  magazines.  In  advertisement  after  advertisement,  they  de- 
pict scenes  common  to  this,  or  to  that,  class  of  prospects.  They  depict 
a  business  man  seated  in  his  office  using  the  advertised  office  device ;  they 
picture  the  housewife  ordering  the  advertised  brand  of  coffee  over  the 
telephone,  or  from  the  grocer's  clerk  in  person;  they  show  a  man  shav- 
ing himself  with  the  advertised  make  of  safety  razor  before  a  washstand 
and  mirror;  or,  they  show  him  in  an  early  morning  street  car,  going  on 
his  way  to  work,  smoking  the  advertised  brand  of  cigarette.  These  sug- 
gested scenes,  representing  experiences  akin  to  actual  experiences  of 
the  prospects',  are  effective  in  awakening  memories. 

The  picturing  of  these  scenes  common  to  everyday  experience,  or 
a  reference  to  them  in  the  text  of  the  advertisement,  is  effective  also  by 
reason  of  a  second  circumstance :  the  picture  or  reference  causes  the  pros- 
pect to  associate  the  product  with  his  everyday  life,  so  that  his  office  tends 
to  suggest  to  him  the  advertised  office  device,  so  that  his  ride  downtown 
in  the  morning  in  a  street  car  tends  to  suggest  to  him  the  advertised 
brand  of  cigarettes.  He  now  links  together  these  ideas  just  as  I  linked 
together  the  idea  of  the  willow  tree  and  the  idea  of  the  swimming  hole. 
This  comes  about  because  in  his  experience  as  in  my  experience,  the  two 
things  have  related  themselves  to  each  other  by  reason  of  being  once 
presented  to  the  mind  as  integral  parts  of  one  single  experience.  Thus, 
by  picturing  in  our  advertisements  scenes  common  to  the  prospect's 
everyday  life,  or  by  referring  in  our  advertisements  and  in  our  sales 
letters  to  these  scenes,  we  cause  the  prospect  to  form  a  new  association 
of  ideas,  an  association  that  is  most  vital  to  our  purpose  of  keeping  the 
thought  of  our  product  in  his  mind  as  he  goes  about  his  daily  tasks. 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  61 

In  the  case  of  an  appeal  calculated  to  awaken  feelings  of  parental 
love,  or  of  ambition,  or  of  pride,  or  of  similar  feelings,  based  upon  racial 
experience  rather  than  upon  personal  experience,  the  awakened  memory 
naturally  will  influence  all  classes  of  prospects  very  nearly  alike,  since 
all  share  the  inheritance  of  racial  experiences.  Even  in  this  case,  how- 
ever, the  prospect  ordinarily  will  be  the  more  readily  influenced,  if  the 
suggestion  is  one  he  naturally  can  associate  with  the  circumstances  of  his 
daily  life. 

(A)  A  memory  of  past  experience  is  suggested  to  the  prospect. 

(2)  The  suggested  idea  employed  in  awakening  the 
memory  must  parallel  as  nearly  as  possible  the  cir- 
cumstances of  the  original  experience. 

This  principle  dictates  that  no  false  note  be  sounded,  that  no  faulty 
reference  be  allowed  to  intrude  into  the  picture  we  employ  in  suggest- 
ing to  the  business  man  his  experience  of  sitting  at  an  office  desk,  or  in 
suggesting  to  the  housewife  her  daily  experience  of  ordering  groceries. 
The  office  we  depict  must  strike  the  business  man  as  being  his  office ;  the 
grocery  store  we  depict  must  strike  the  woman  as  being  the  grocery 
store  at  which  she  trades.  And  the  same  principle  applies  to  the  other 
illustrations  above  cited. 

In  carrying  out  this  principle,  a  certain  firm  selling  men's  clothing 
finds  that  illustrations  drawn  from  life,  showing  a  wrinkle  or  crease 
where  it  naturally  would  appear,  are  more  effective  than  illustrations 
showing  suits  without  wrinkle  or  crease.  Automobile  advertisers,  among 
others,  employ  actual  photographs,  in  order  that  the  illustration  in  the 
advertisement  may  appear  altogether  natural  and  true  to  life. 

(B)  The  emotions  awakened  by  this  memory,  give  rise  to  pleas- 
ing feelings  which  the  prospect  attaches  to  things  associated 
in  his  experience  as  pleasing,  and  which,  in  this  manner, 
cause  him  to  regard  these  things  as  desirable. 

(1)  We  must  make  certain  that  the  feelings  we  arouse  in 
the  prospect  are  pleasing  feelings. 

(2)  We  must  make  certain  that  the  prospect  attaches  these 
feelings  to  the  product. 

(3)  We  must  conserve  and  strengthen  the  pleasing  feel- 
ings we  have  caused  the  prospect  to  attach  to  the 
product. 


62        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

(1)  We  must  make  certain  that  the  feelings  we  arouse  in  the  pros- 
pect are  pleasing  feelings. 

It  is  vital,  as  we  have  seen  in  Chapter  IV,  that  the  experiences  we 
suggest  to  the  prospect  be  pleasing  ones.  Therefore  let  our  advertise- 
ments and  sales  letters  reflect  cheerfulness  and  optimism.  Let  the 
character  who  is  drinking  coffee  in  our  advertisement,  for  example,  wear 
an  expression  of  reasonable  enjoyment  and  satisfaction,  not  a  dour  and 
dyspeptic  expresssion. 

Here,  however,  a  word  of  warning.  Under  the  heading  (A-2),  it 
is  seen  that  the  suggestion  we  bring  forth  in  our  selling  appeal  must  be 
a  natural  one,  one  ''true  to  life."  Therefore,  in  depicting  characters 
who  are  enjoying  the  uses  of  our  product,  let  us  not  make  their  expres- 
sion so  "pleasing"  that  it  will  be  unnatural.  It  does  not  suit  the  pur- 
poses of  our  selling  appeal  to  depict  mother,  father  and  the  children 
rushing  into  the  dining  room  with  every  manifestation  of  extreme  and  un- 
controllable joy,  to  hail  the  appearance  upon  the  breakfast  table  of  our 
brand  of  coffee,  or  of  our  brand  of  breakfast  food.  The  prospect  can 
tell  at  a  glance  that  this  scene  is  not  true  to  life,  that  the  appearance 
of  our  brand  of  coffee  or  of  our  breakfast  food  on  the  breakfast  table 
cannot  reasonably  be  expected  to  give  rise  to  such  deep  emotions. 

(B)  The  emotions  awakened  by  this  memory,  give  rise  to  pleas- 
ing feelings  which  the  prospect  attaches  to  things  associated 
in  his  experience  as  pleasing,  and  which,  in  this  manner, 
cause  him  to  regard  these  things  as  desirable. 

(2)  We  must  make  certain  that  the  prospect  attaches  these  pleas- 
ing feelings  to  the  product. 

(a)  By  causing  him  to  compare  the  product  with 
some  thing  already  associated  in  his  experi- 
ence as  pleasing. 

(b)  By  picturing  to  him  those  benefits  and  pleas- 
ures he  will  realize  from  possession  of  the  prod- 
uct which  are  most  likely  to  be  regarded  by 
him  as  pleasing. 

(a)   By  causing  him  to  compare  the  product  with  some  thing 
already  associated  in  his  experience  as  pleasing. 

Rarely  will  our  product,  in  and  of  itself,  be  so  closely  associated 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  63 

with  the  past  experience  of  the  prospect,  as  readily  to  suggest  to  him 
a  memory  of  this  past  experience.  Therefore  we  ordinarily  must  awaken 
the  memory  by  suggesting  to  the  prospect  some  pleasing  idea  which  is 
separate  and  apart  from  our  product  and  which  idea  the  prospect  asso- 
ciates with  his  past  experience  more  intimately  than  he  does  our  product. 
Once  this  memory  is  awakened,  our  task  is  so  to  shape  the  pleasing  feel- 
ings accompanying  its  awakening  that  the  prospect  naturally  and  im- 
mediately will  attach  these  feelings  to  the  product  itself,  and  so  will  re- 
gard the  product  as  desirable.  This  task  we  accomplish  by  a  method  of 
comparison  based  upon  the  law  known  as  the  Law  of  the  Fusion  of  Ideas. 

This  method  of  comparison  and  the  law  itself  will  be  made  clear 
by  an  illustration :  One  of  the  most  effective  of  the  Scranton  Lace  ad- 
vertisements consists  of  a  picture  of  a  very  dainty  and  altogether  attrac- 
tive girl  looking  out  a  window  draped  with  lace  curtains.  The  girl, 
drawn  by  Colles  Phillips,  suggests  to  the  reader  of  the  advertisement 
such  memories,  and  such  pleasing  feelings,  as  the  sight  of  things  of 
beauty  and  exquisite  daintiness  is  certain  to  suggest;  and  the  girl  in 
association  with  the  lace  curtains  suggests  these  feelings  in  a  far  more 
effective  manner  than  would  the  lace  curtains  alone;  just  as  the  camp 
fire  in  association  with  the  advertised  food  suggests  pleasing  feelings 
in  a  far  more  effective  manner  than  would  the  food  alone. 

These  pleasing  feelings,  being  awakened,  now  attach  themselves  to 
other  elements  in  the  Scranton  Lace  advertisement — the  lace  curtains 
at  the  window,  the  name  "Scranton  Lace"  at  the  bottom  of  the  adver- 
tisement— and  the  net  result  is  that  the  reader  begins  to  feel  that  lace 
curtains  of  this  make  are  highly  desirable. 

The  idea  responsible  for  the  awakening  of  these  pleasing  feelings  is 
the  idea  presented  by  the  picture  of  the  attractive  girl.  The  feelings 
awakened  by  this  one  element  of  the  advertisement  color  the  reader's 
view  respecting  not  only  the  idea  responsible  for  the  awakening  of  the 
feeling,  but  also  all  other  ideas  in  the  advertisement.  Because  the  reader 
is  aware  of  a  pleasing  and  agreeable  feeling,  all  ideas  that  come  under  his 
observation  appear  to  him  as  pleasing  and  agreeable. 

So  it  is  that  separate  ideas  which  we  suggest  at  any  one  time  tend 
to  "fuse"  into  one  central  feeling  or  impression,  agreeable  or  disagree- 
able according  as  the  main  idea  from  which  the  impression  springs  is  an 
agreeable  or  a  disagreeable  one.  This  Law  of  the  Fusion  of  Ideas  may 
be  summed  up  briefly  as  follows :  The  prospect 's  feelings  at  any  given 


64        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

time  influence  his  attitude  toward  any  and  all  ideas  which  are  presented 
to  his  mind  at  that  time,  and  are  not  attached  solely  to  the  idea  which 
awakened  them. 

Of  this  principle  our  daily  experience  gives  us  ample  proof.  Let 
us  assume  that  I  am  kept  awake  until  a  late  hour  at  night  by  noisy  neigh- 
bors in  the  house  next  door,  and  that,  as  a  result,  I  go  to  the  office  the 
next  morning  ' t  feeling ' '  irritable.  My  whole  outlook  upon  life  is  colored 
by  this  feeling.  I  do  not  attribute  it  solely  to  the  noisy  neighbors  who 
are  directly  responsible  for  it.  Rather,  I  nod  curtly  in  return  to  the 
affable  greeting  of  the  man  who  runs  the  elevator  in  the  office  building ; 
I  express  myself  in  an  irritated  snarl  when  someone  slams  an  office  win- 
dow; I  grow  surly  when  the  stenographer  makes  however  so  slight  a 
mistake  in  taking  my  dictation,  a  mistake  I  ordinarily  would  overlook. 
My  feeling  of  irritation,  because  I  fail  to  trace  it  directly  to  its  source, 
colors  my  attitude  toward  every  thing  that  comes  under  my  observation. 

Additional  illustrations  of  the  application  of  this  principle:  An 
advertiser  employs  a  picture  of  violets,  to  suggest  to  the  reader  the  pleas- 
ing feelings  associated  with  fresh  fragrance,  and,  in  the  same  advertise- 
ment, includes  his 'own  brand  of  soap.  The  net  result  is  that  the  reader 
attaches  the  pleasing  feeling  associated  with  fresh  fragrance  not  alone 
to  the  violets  but  as  well  to  the  advertiser's  brand  of  soap.  A  second 
advertiser  employs  a  picture  of  an  Indian  runner,  moving  alongside  of 
the  advertiser's  make  of  automobile  truck,  to  suggest  feelings  asso- 
ciated with  ease  of  motion  and  of  endurance.  A  third  advertiser  em- 
ploys a  picture  of  an  athlete  drinking  coffee  to  suggest  feelings  associated 
with  robust  health. 

By  a  method  of  comparison,  based  upon  the  law  of  the  Fusion  of 
Ideas,  the  advertisers  in  question  are  able  to  persuade  the  prospect  that 
the  soap  is  desirable  because  of  its  fragrance,  that  the  truck  is  desirable 
because  of  its  ease  of  motion  and  endurance,  and  that  the  coffee  is  de- 
sirable because  of  its  healthful  qualities. 

The  Law  of  Fusion,  it  is  readily  seen,  dictates  that  all  elements  in 
the  advertisement  which  do  not  directly  concern  the  product  itself,  such 
as  the  elements  of  color,  of  line,  of  characters  and  of  scenes,  must  so 
blend  in  harmony  as  to  unite  in  building  up  the  pleasing  suggestion  we 
wish  the  prospect  to  associate  with  our  product.  An  advertisement 
aimed  at  suggesting  a  feeling  of  daintiness  and  beauty,  should  reflect 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  65 

daintiness  and  beauty  in  its  every  element;  an  advertisement  aimed  at 
suggesting  a  feeling  of  strength,  should  reflect  strength  and  force  in  its 
every  element,  and  so  on. 

(B-2)  We  must  make  certain  that  the  prospect  attaches  these 
pleasing  feelings  to  the  product. 

(b)  By  picturing  to  him  those  benefits  and  pleasures 
he  will  realize  from  possession  of  the  product  which 
are  most  likely  to  be  regarded  by  him  as  pleasing. 

The  method  of  comparison  in  suggesting  a  memory,  does  not  lead  the 
prospect  to  regard  our  product  as  desirable  in  and  of  itself.  His  pleas- 
ing feelings  toward  the  product  are  reflected  feelings  that  he  attaches 
to  the  product  in  an  indirect  way. 

We  must  now  go  a  step  further  and  present  the  product  to  the  pros- 
pect in  such  a  manner  that  he  will  regard  the  product  as  desirable  in 
itself.  To  do  this  we  must  make  the  lace  curtains,  as  well  as  the  girl, 
in  the  advertisement,  bear  some  of  the  burden  of  awakening  pleasing 
feelings. 

Our  aim,  therefore,  must  be  to  present  the  product  in  as  pleasing  a 
manner  as  possible.  This  we  do  by  emphasizing  those  features  of  the 
product  that  are  most  likely  to  be  regarded  by  the  prospect  as  pleasing, 
avoiding  emphasis  upon  features  less  likely  to  be  so  regarded  by  him. 
For  example :  Let  us  suppose  that  we  are  planning  a  selling  appeal  by 
Suggestion  aimed  at  enrolling  students  in  a  correspondence  course.  A 
correspondence  course  consists  of  so  many  lessons,  which  call  for  so 
many  hours'  study  each  night.  That  is  one  way  in  which  we  may  tell 
about  the  course.  But  it  readity  will  be  seen  that  such  a  description  of 
the  course  is  not  calculated  to  awaken  pleasing  feelings  in  the  prospect. 
He,  in  common  with  other  human  beings,  already  has  placed  study,  like 
other  things  that  make  for  drudgery,  in  a  class  of  undesirable  things. 

Let  us  see  if  we  cannot  find  some  feature  of  the  course  that  he  will 
regard  as  more  pleasing.  Our  course  consists  of  something  more  than 
so  many  lessons  of  mimeographed  material  calling  for  so  many  hours' 
study  a  week.  It  includes  opportunities  for  winning  promotion  and 
attaining  success.  This  idea  will  draw  the  prospect  like  a  magnet;  for 
promotion  and  success,  like  other  things  that  enable  him  to  better  his 
condition  in  life,  he  already  has  placed  in  a  class  of  desirable  things. 


66        ^APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

By  placing  our  emphasis  upon  the  idea  of  promotion  and  success,  and 
by  withdrawing  emphasis  from  the  idea  of  study,  we  shall  cause  the 
prospect  to  place  our  product  in  a  class  of  desirable  things  and  to  with- 
draw the  product  from  a  class  of  undesirable  things.  This  we  shall 
accomplish  by  the  simple  method  of  picturing  to  the  prospect  those  bene- 
fits and  pleasures  he  will  derive  from  the  use  of  the  product  which  are 
most  likely  to  be  regarded  by  him  as  being  highly  desirable. 

The  principle  we  thus  carry  out  is  the  keynote  of  the  majority  of 
successful  selling  appeals.  It  is  as  fundamental  as  any  principle  that 
regulates  human  conduct.  "I  don't  want  to  take  this  medicine;  it  's 
nasty  and  bitter."  The  small  boy  places  the  potion  in  a  class  of  things 
undesirable.  "Drink  it,  Bobby;  then  tomorrow  you  '11  be  well  again, 
and  you  will  be  able  to  go  out  in  the  backyard  and  fly  kites  with  the 
boys."  The  father  takes  it  out  of  that  class  and  puts  it  in  a  class  of 
desirable  things.  Anything  that  associates  itself  in  Bobby's  mind  with 
an  early  chance  to  play  with  his  chums  is  instinctively  classified  by 
him  as  desirable. 

An  advertising  manager  employed  this  very  method  when,  by  pic- 
turing the  pleasures  of  motoring  through  pleasant,  sunlit  countrysides, 
he  took  the  Chalmers  automobile  out  of  the  class  of  things  made  of 
wood,  steel,  and  rubber,  and  placed  it  in  the  more  desirable  class  of 
things  that  make  for  pleasure. 

It  is  to  be  noted  that  all  prospects  do  not  accept  as  desirable  the 
same  class  of  things.  A  class  of  things  exclusive,  or  socially  distinctive, 
will  readily  appeal  to  a  woman  prospect,  while  a  class  of  things  in  the 
nature  of  a  permanent  investment  will  more  likely  appeal  to  her  more 
business-like  husband.  Correspondingly,  in  a  selling  appeal  to  women, 
put  the  diamond  ring  in  a  class  of  things  exclusive  and  socially  dis- 
tinctive, and  in  a  selling  appeal  to  men  put  the  diamond  in  a  class  of 
things  that  constitutes  a  permanent  investment. 

(B)  The  emotions  awakened  by  this  memory  give  rise  to  pleas- 
ing feelings  which  the  prospect  attaches  to  things  associated 
in  his  experience  as  pleasing,  and  which,  in  this  manner, 
cause  him  to  regard  these  things  as  desirable. 

(3)  We  must  conserve  and  strengthen  the  pleasing  feel- 
ings we  have  caused  the  prospect  to  attach  to  the 
product. 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  67 

(a)  By  withholding  all  contrary  or  opposing  feel- 
ings. 

(b)  By  eliminating  from  the  prospect's  mind  all 
contrary  or  opposing  feelings  we  find  implanted 
therein. 

(a)  By  withholding  all  contrary  or  opposing  feelings. 

Consider  the  strong  negative  Suggestion  contained  in  the  following 
excerpt  from  an  advertisement: 

Our  oranges  are  not  pulpy,  stringy,  and  tasteless,  like  some  you 
have  eaten ;  but  juicy,  luscious,  and  full  of  flavor. 

The  advertiser  has,  of  course,  denied  pointblank  that  his  oranges  have 
any  of  the  objectionable  qualities  mentioned,  and  yet  the  very  mention 
of  these  qualities  has  suggested  to  the  prospect  displeasing  feelings 
which  diminish  the  force  of  the  pleasing  feelings  later  suggested  by 
mention  of  the  acceptable  qualities. 

"I  do  not  believe  any  of  my  opponents  are  liars,"  declares  the  can- 
didate for  political  office.  Most  persons  in  the  audience  get  the  im- 
pression that  there  is  likelihood  he  does  believe  some  of  his  opponents 
are  liars.  Once  presented  to  the  mind,  an  idea,  whether  suggested  in 
a  positive  or  in  a  negative  way,  awakens  feelings  of  its  own  accord. 
The  political  candidate  would  avoid  misunderstanding  did  he  leave  out 
the  negative  suggestion  and  say :  "I  believe  that  all  my  opponents  are 
truthful  men."  In  this  positive  statement,  there  is  no  negative  idea  of 
1  'lying"  to  work  itself  into  the  mind. 

Thus  a  statement  like,  "I  am  sure,  Mr.  Jones,  that  you  will  have  no 
cause  for  dissatisfaction  in  accepting  our  services,"  starts  Mr.  Jones 
to  wondering  whether  or  not  the  services  will  be  satisfactory.  But, 
"I  am  sure,  Mr.  Jones,  that  you  will  be  satisfied  with  our  services," 
brings  no  such  negative  idea  to  his  mind. 

With  singleness  of  purpose  then,  hold  up  before  the  prospect  a  single 
idea — the  idea  -of  pleasure  and  gratification  that  will  result  to  him  from 
possession  of  the  product.  Avoid  not  only  the  direct  suggestion  of 
negative  ideas,  such  as  were  employed  in  the  orange  advertisement  above, 
but  avoid,  too,  all  forms  of  argument,  or  proof,  that  invite  comparison 
between  your  product  and  those  manufactured  by  your  competitors,  and 
which  comparison  indirectly  will  suggest  to  him  negative  ideas  con- 


68        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

cerned  with  the  desirability  of  competing  products.  Assume  tactfully 
that  there  is  but  one  possible  idea,  that  of  acceptance,  and  this  an  idea 
the  prospect  readily  and  willingly  adopts.  Det  him  feel  that  you  and 
he  are  in  agreement,  working  toward  a  common  end;  not  that  you  are 
endeavoring  by  argument  to  convince  him. 

Note  how  the  above  principle  is  applied  in  the  following  advertise- 
ment: 

American  women  have  a  sort  of  a  sixth  sense,  by  which  they 
know  the  best  in  everything  that  contributes  to  social  distinction. 

Men  must  frequently  undergo  a  sort  of  a  social  education  in 
order  to  be  able  to  select  with  discrimination. 

But,  an  American  woman  usually  knows,  unerringly,  the  one 
product  in  its  particular  field,  in  which  she  can  properly  feel  a 
pride  af  possession. 

It  would  be  idle  to  pretend  that  this  element  does  not  con- 
tribute to  the  almost  universal  preference  which  the  Cadillac  en- 
joys with  American  women. 

Basically,  of  course,  the  Cadillac  appeals  to  them  because  it  is 
the  Cadillac — with  all  that  that  implies  in  surpassing  smooth  per- 
formance. 

They  are  as  appreciative  as  any  man  could  be,  of  the  delights 
of  being  able  to  depend,  day  after  day,  and  month  after  month, 
on  the  same  superlative  quality  of  motoring. 

Thousands  of  them  dispense  with  a  chauffeur,  and  revel  in 
driving  the  Cadillac  as  a  rest  and  a  refreshment,  instead  of  an 
irksome  responsibility. 

But,  underneath  all  this,  sense  tells  them  that  the  Cadillac  is 
the  car  they  should  own,  because  of  the  high  position  conceded  to 
it  the  world  over. 

The  men  who  first  had  this  vision  of  Cadillac  leadership,  are 
working  together  today,  to  keep  it  true  to  its  traditions,  and 
steadily  raise  it  beyond  its  highest  previous  standards. 

CADILLAC 

(B-3)  We  must  conserve  and  strengthen  the  pleasing  feelings 
we  have  caused  the  prospect  to  attach  to  the  product, 
(b)  By  eliminating  from  the  prospect's  mind  all  con- 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  69 

trary    or    opposing    feelings    we    find    implanted 
therein. 

Although  it  is  our  purpose,  in  effecting  the  prospect 's  acceptance  of 
an  idea  by  Suggestion,  to  focus  his  rnind  solely  upon  the  idea,  and  so 
upon  the  feeling,  we  wish  him  to  accept,  we  nevertheless  must  remember 
that,  do  as  we  may,  the  prospect's  past  experience  generally  will  furnish 
him  with  opposing  ideas,  sometimes  forceful,  sometimes  relatively  weak 
and  ineffective.  These  opposing  ideas,  so  long  as  they  persist,  prevent 
the  prospect's  immediate  acceptance  of  the  positive  idea  we  present  to 
him;  our  aim,  therefore,  must  be,  insofar  as  possible,  to  blot  out  these 
opposing  ideas. 

Let  us  see  how  this  may  be  effectively  accomplished.  The  first  time 
I  was  told  that  the  Sonora  phonograph  is  superior  in  tone  to  other  phono- 
graphs, I  was  aware  of  conflicting  ideas  which  prevented  my  acceptance 
of  this  claim.  These  conflicting  ideas  were  due  to  the  fact  that  my  past 
experience  had  furnished  me  with  a  belief  in  the  superior  tone  of  an- 
other make  of  phonograph.  Reading  in  succeeding  Sonora  advertise- 
ments a  repetition  of  the  claim  of  tone  superiority,  I  found  the  conflict- 
ing ideas  diminish  in  power.  Finally,  the  claim  having  been  impressed 
upon  my  mind  a  sufficient  number  of  times,  I  accepted  it  as  true. 

I  had  no  logical  reason  for  believing  the  Sonora  tone  superior  to  the 
tone  of  any  one  of  a  half  dozen  other  phonographs.  I  had  not  heard 
the  Sonora  play  a  single  selection.  I  instinctively  accepted  the  idea 
as  true  simply  because,  by  reiteration,  it  had  forced  out  of  my  mind  all 
conflicting  ideas  with  which  my  past  experience  had  furnished  me. 

In  like  manner,  we  unconsciously  have  accepted  as  true  the  idea 
that  United  States  tires  are  good  tires,  although  many  of  us  have  never 
put  them  to  the  test  of  performance.  We  have  accepted  as  true  the 
idea  that  Ivory  soap  is  exceptionally  pure,  although  we  have  taken  no 
steps  toward  proving  its  purity. 

Our  acceptance  of  these,  and  of  other  ideas  similarly  presented  to 
our  minds,  is  explained  by  the  psychological  fact  that  the  tendency  of 
the  mind  is  to  accept  as  true  any  idea  that  is  presented  to  it,  a  tendency 
which  results  in  the  fading  out  of  opposing  ideas  each  time  the  positive 
idea  is  repeated. 

The  force  of  such  repetition  of  a  positive  idea  will  be  the  more  marked 
if  each  advertisement,  or  letter,  is  similar  in  type  and  make-up  to  other 


70        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

units  in  the  series.  The  trade  name,  or  trade  slogan,  should  be  con- 
spicuously displayed  time  after  time  in  the  same  position.  Some  con- 
cerns identify  each  selling  appeal  as  one  of  a  series  by  employing  a  trade 
figure,  such  as  the  colored  chef  of  the  Cream  of  Wheat  Company.  The 
colored  chef  is  depicted  always  in  the  same  attire ;  variety  is  obtained  by 
changing  the  background  of  the  advertisement.  The  Indian  Packing 
Company  (Council  Meats)  reverse  this  process,  keeping  the  same  back- 
ground, a  view  of  the  Wisconsin  countryside  from  the  windows  of  the 
packing  plant,  and  changing  the  figures  in  the  foreground.  The  Good- 
year Tire  and  Eubber  Company  on  one  of  their  campaigns  successfully 
employed  their  tire,  with  its  trade  name  towards  the  reader,  as  a  trade 
figure,  the  tire  rolling  in  separate  advertisements  past  scene  after  scene 
of  national  interest. 

(C)  These  pleasing  feelings  give  rise  to  instincts  which  result  in 
such  action  as  will  enable  him  again  to  possess  and  enjoy 
these  desirable  things. 

(1)  We  may  cause  the  prospect  more  readily  to  take  action 
leading  to  the  purchase  of  the  product  if  we  represent 
this  action  as  being  similar  to  action  he  already  has 
taken. 

(2)  We  may  cause  the  prospect  more  readily  to  take  ac- 
tion leading  to  the  purchase  of  the  product  if  we  re- 
move every  hindrance  that  stands  in  the  way  of  his 
taking  action. 

(3)  We  may  cause  the  prospect  more  readily  to  take  ac- 
tion leading  to  the  purchase  of  the  product  if  we  keep 
from  his  mind  all  ideas  of  opposing  action. 

We  have  now  caused  the  prospect,  as  the  result  of  the  pleasing  feel-' 
ings  which  he  attaches  to  our  product,  to  regard  the  product  as  desir- 
able; we  have  caused  him  to  accept  the  idea  that  he  wants  our  product. 
It  remains  for  us  to  cause  him  to  act  upon  this  feeling ;  that  is,  to  pur- 
chase the  product. 

(I)  W-e   may   cause   the  prospect   more   readily  to  take   action 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  71 

leading  to  the  purchase  of  the  product  if  we  represent  this 
action  as  being  similar  to  action  he  already  has  taken. 

A  soldier  of  long  years  of  service,  upon  hearing  the  word  "salute," 
will  instinctively  bring  his  heels  together  and  bring  his  hand  rigidly 
to  the  brim  of  his  cap,  whether  he  is  walking  along  the  street,  or  upon 
the  parade  ground,  whether  he  hears  the  word  spoken  in  a  spirit  of 
fun  by  a  civilian  friend,  or  by  a  superior  officer.  This  is  a  simple  mani- 
festation of  the  important  law  which  dictates  that,  once  we  have  taken 
a  given  action,  it  is  much  easier  for  us  to  repeat  this  action  than  it  is  to 
taken  a  new  and  unfamiliar  action.  This  law,  as  we  have  seen,  is  one  of 
the  cardinal  laws  upon  which  is  based  the  appeal  by  Suggestion. 

In  accordance  with  this  law,  it  is  advisable  to  represent  the  action  we 
wish  the  prospect  to  take,  as  being  in  line  with  action  which  he  is  accus- 
tomed to  taking.  Dictaphone  advertisements  refer  to  the  Dictaphone 
as  being  "as  necessary  to  office  efficiency  as  your  telephone  or  your 
typewriter,"  thus  causing  the  prospect  to  regard  action  leading  to  the 
purchase  of  the  Dictaphone  as  similar  to  action  he  already  has  taken 
in  purchasing  other  products.  A  similar  classification  is  made  by  a 
syrup  manufacturer:  "As  essential  on  the  table  as  bread,  butter,  and 
sugar."  An  advertisement  aimed  at  selling  walnuts,  speaks  of  walnuts 
as  being  just  as  much  a  part  of  the  Christmas  dinner  as  the  Christmas 
turkey,  thus  putting  walnuts  in  a  class  of  things  the  prospect  is  accus- 
tomed to  buying.  A  garage  man  who  re-treads  tires  advertises:  "You 
don't  throw  away  }Tour  shoes  when  the  soles  are  worn  out ;  you  have  them 
half  soled.  Why  then  throw  away  your  tires  when  the  uppers  are  still 
serviceable?"  And  so  the  list  might  be  extended.  Scorces  of  adver- 
tisers have  taken  advantage  of  the  fact  that  one  of  the  easiest  ways  to 
get  the  prospect  to  purchase  the  product  is  to  cause  him  to  place  it  in  a 
class  with  things  he  is  accustomed  to  purchasing. 

(C)  These  pleasing  feelings  give  rise  to  instincts  which  result 
in  such  action  as  will  enable  him  again  to  possess  and  enjoy 
these  desirable  things. 

(2)  We  may  cause  the  prospect  more  readily  to  take  ac- 
tion leading  to  the  purchase  of  the  product  if  we  re- 
move every  hindrance  that  stands  in  the  way  of  his 
taking  action. 


72        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

The  easier  it  is  for  the  prospect  to  take  the  action  we  wish  him  to 
take,  the  more  likely  is  he  to  take  this  action.  Therefore  we  must  smooth 
the  way  leading  to  action;  we  must  make  it  easy  for  him  to  order  our 
product,  to  notify  our  salesman  to  call,  to  send  for  our  printed  circular, 
or  to  take  whatever  steps  leading  to  the  purchase  of  our  product  we 
may  wish  him  to  take.  This  we  may  accomplish  by  including  in  the 
business  letter  order  blanks,  appointment  forms,  or  other  blanks  that 
may  be  easily  filled  out,  and  by  employing  similar  means  of  facilitating 
his  ordering.  In  advertisements,  the  same  end  may  be  accomplished  by 
including  in  the  copy  coupons  so  arranged  as  to  be  filled  out  by  the 
prospect  with  a  minimum  of  effort;  or,  by  indicating  in  the  copy  just 
where,  and,  if  necessary,  just  how,  the  product  may  be  purchased. 

(C)  These  pleasing  feelings  give  rise  to  instincts  which  result  in 
such  action  as  will  enable  him  again  to  possess  and  enjoy 
these  desirable  things. 

(3)  We  may  cause  the  prospect  more  readily  to  take  ac- 
tion leading  to  the  purchase  of  the  product  if  we  keep 
from  his  mind  all  ideas  of  opposing  action. 

Just  as,  in  getting  the  prospect  to  feel  that  our  product  is  desirable, 
we  avoid  suggesting  to  him  negative  feelings,  so,  in  getting  him  to  act 
upon  his  feelings  that  the  product  is  desirable,  we  avoid  suggesting  to 
him  negative  actions. 

Thus,  in  stimulating  action,  ' '  Sign  the  inclosed  order  blank  at  once, ' ' 
is  more  effective  than  the  negative,  ' '  Do  not  delay ;  sign  the  inclosed  or- 
der blank."  The  psychological  urge  to  immediate  action  generally  is  all 
the  more  effective  if  it  is  expressed  in  the  imperative  form — the  form  of 
direct  command.  Each  of  us  has  an  inherited  tendency  to  act  in  re- 
sponse to  such  a  direct  command,  since  our  ancestors,  organized  as  they 
were  in  clans  or  groups  for  protection,  formed  the  habit  of  obeying  the 
commands  of  their  superiors. 

THE   USE   OF   NEGATIVE   SUGGESTION 

We  have  seen  that  negative  Suggestion  awakens  displeasing  feelings 
and,  on  this  account,  is  to  be  avoided.  There  is,  however,  an  exception 
to  this  rule.  Sometimes,  although  not  often,  it  suits  the  purposes  of 
the  selling  appeal  to  awaken  displeasing  feelings.  In  such  cases,  nega- 
tive Suggestion  may  be  effectively  employed. 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  73 

In  the  following  excerpt  from  an  advertisement,  the  advertiser  de- 
liberately suggests  displeasing  feelings  by  means  of  negative  Sugges- 
tion: 

Next  time,  you  may  be  at  the  wheel  when  the  automobile  skids 
on  the  slippery  street  and  sweeps  down  upon  helpless  women  and 
children  waiting  for  the  street  car.  The  guilt  will  then  be  yours ; 
it  will  be  but  little  consolation  for  you  to  say:  "If  I  only  had 
put  on  non-skid  chains  at  the  first  drop  of  rain. ' ' 

It  is  obvious  that  such  negative  appeals  as  the  above  stress  the 
pain  that  will  result  if  the  product  is  not  purchased,  rather  than  empha- 
size the  pleasure  that  will  come  from  its  purchase.  The  displeasing 
feeling  does  not,  therefore,  attach  itself  to  the  product,  but  to  circum- 
stances which  result  from  the  prospect's  failure  to  buy  the  product. 
The  advertiser  is  not  approaching  the  prospect  from  the  positive  view- 
point and  saying  to  him,  "Do  what  I  wish  you  to  and  you  will  reap 
pleasure  and  enjoyment;  on  the  contrary,  he  is  approaching  the  prospect 
from  the  negative  viewpoint  and  saying,  "Refrain  from  doing  what 
you  are  doing,  or  you  will  suffer  pain." 

In  the  case  of  the  majority  of  products,  human  beings  respond  less 
readily  to  a  negative  appeal  than  to  a  positive  appeal.  The  average 
man  is  more  likely  to  buy  the  average  product  if  you  show  him  the 
pleasure  he  will  gain,  rather  than  the  disaster  and  disappointment  he 
will  escape,  by  its  purchase.  During  the  Great  War,  for  example,  the 
positive  appeal  to  patriotism  and  pride  proved  more  effective  in  get- 
ting Americans  to  enlist,  than  did  the  negative  appeal  to  fear  of  Ger- 
man world  conquest.  The  negative  emotions  awakened  resulted  in  very 
deep  feelings,  but  these  feelings,  being  negative  in  their  nature,  did  not 
lead  to  positive  action. 

Insurance  companies,  however,  and  manufacturers  of  certain  lines  of 
products — automobile  tire  chains,  fire  extinguishers,  and  similar  safety 
devices — are  forced  to  resort  to  negative  appeal.  This  results  from  the 
fact  that  human  beings  are  prone  to  neglect  steps  that  will  safeguard 
the  future,  and  are  inclined  to  "let  tomorrow  take  care  of  itself." 
Hence,  negative  suggestion  acts  as  a  shock  to  awaken  us  from  our 
lethargy.  The  negative  appeal,  for  its  "shocking"  effect  upon  the  pros- 
pect, is  sometimes  effective,  after  positive  appeals  have  failed  to  impress 


74        APPLICATION  OF  PRINCIPLES  OF  THE  APPEAL 

the  prospect.  Thus  some  correspondence  schools  use  the  negative  appeal, 
an  appeal  to  the  fear  of  a  penniless  old  age,  an  appeal  to  the  fear  of 
failure,  etc.,  when  the  positive  appeal  to  ambition  has  proved  ineffective. 
Since  fear  is  a  strongly  inherited  instinct,  this  sort  of  appeal  usually 
awakens  vigorous  emotions,  howsoever  displeasing  and  disheartening. 

It  will  be  noted  that  when  we  employ  negative  suggestion,  unlike 
when  we  employ  positive  suggestion,  we  are  in  reality  holding  up  to 
the  prospect  alternate  lines  of  action.  In  the  case  of  the  correspond- 
ence school  appeal,  these  lines  of  action  are:  (1)  continue  to  get  along 
without  the  instruction  provided  in  our  course,  and  your  old  age  will 
be  penniless;  (2)  enroll  in  our  course,  and  you  will  have  enough  money 
to  make  you  comfortable  in  your  old  age.  In  the  case  of  the  automobile 
tire  chain  advertisement,  the  alternate  lines  of  action  are:  (1)  run  the 
risk  of  crushing  out  the  lives  of  innocent  women  and  children;  (2)  put 
anti-skid  chains  on  your  automobile  tires. 

By  thus  presenting  two  opposing  lines  of  action,  our  negative  appeal 
constitutes  an  apparent,  although  not  an  actual,  exception  to  the  prin- 
ciple that,  in  responding  to  the  Appeal  by  Suggestion,  the  prospect 
responds  without  weighing  the  evidence  in  hand,  without  considering 
the  advantages  against  the  disadvantages  of  action  we  wish  him  to 
take. 

The  exception  is  only  an  apparent  one,  because  the  alternate  lines  of 
action  are  so  obviously  unequal  that  it  requires  little,  if  any,  reasoning 
to  determine  which  line  of  action  is  the  more  desirable.  The  prospect's 
decision  between  such  obviously  unequal  alternatives  is  made  instinc- 
tively. 

However,  in  case  the  disparity  between  the  alternatives  is  less  marked, 
as  between  the  purchase  of  non-skid  tires  and  the  purchase  of  non- 
skid  chains,  the  prospect  cannot  be  expected  to  arrive  at  a  decision, 
except  by  a  process  of  his  reasoning  mind. 

To  sum  up  the  application  of  the  principles  of  the  appeal  by  Sug- 
gestion : 

First :  Select  a  memory  that  is  based  upon  a  real  and  vital  ex- 
perience of  the  prospect's,  and  make  your  suggestion  of  this 
memory  so  natural  that  the  prospect  readily  will  associate  it  with 
his  experience. 


SUGGESTION:  THE  SHORT  CIRCUIT  APPEAL  75 

Second:    Cause  the   prospect  to   attach  to  your   product   the 
pleasing  feelings  awakened  by  this  memory,  by : 

(a)  Comparison. 

(b)  Emphasizing  those  uses  of  your  product  most  likely  to  be 
regarded  by  him  as  pleasing. 

(c)  Keeping  from  his  mind,  or  eliminating  from  his  mind,  all 
opposing  feelings. 

Third :  Now  that  the  prospect  regards  your  product  as  desirable, 
facilitate  his  taking  action  leading  to  its  purchase  by : 

(a)  Representing  this   action   as   being   similar   to   action   he 
already  has  taken. 

(b)  Removing  every  possible  hindrance  to  action. 

(c)  Keeping  from  his  mind  all  ideas  of  opposing  action. 
Negative    Suggestion:   Negative   suggestion   is   employed   only 

when  it  suits  the  purposes  of  the  selling  appeal  to  awaken  dis- 
pleasing feelings. 


CHAPTER  VI 

INSTINCTS 

OUTLINE 

The  instincts  to  which  the  writer  of  business  letters,  or  of  advertisements, 
may  effectively  appeal,  include: 

(a)  The  feeding  instinct. 

(b)  The  fearing  instinct. 

(c)  The  instinct  of  fighting  and  competition. 

(d)  The  instinct  of  devotion. 

(e)  The  social  instincts. 

(f)  The  instincts  of  imitation,  ornamentation,  pride,  play,  comfort,  cleanli- 
ness, acquisitiveness,  constructiveness,  and  sympathy. 


CHAPTER  VI 

INSTINCTS 

"Man  is  born  into  this  world  accompanied  by  a  rich  psychical  disposition 
which  furnishes  him  ready-made  all  his  motives  for  conduct,  all  his  desires 
economic  or  wasteful,  moral  or  depraved,  crass  or  aesthetic.  He  can  show  a 
demand  for  nothing  that  is  not  prompted  by  this  galaxy  of  instincts.  He  is  a 
mosaic  of  unit  tendencies  to  react  faithfully  in  certain  ways  when  certain 
stimuli  are  present." — Dr.  Carleton  H.  Parker,  "American  Economic  Review." 


WE  have  seen  that  the  experience  of  the  human  race,  in  its  struggle 
for  existence  through  the  ages,  has  been  handed  down  to  the 
individual  in  the  form  of  racial  memories.  These  memories,  once  awak- 
ened, cause  man,  under  given  circumstances,  to  duplicate  action  taken 
by  his  ancestors,  under  similar  circumstances.  He  acts  upon  impulse, 
without  pausing  to  reason  upon  the  necessity  for  action.  His  racial 
memories  mark  for  him  well-defined  grooves  that  lead  to  action,  and  cause 
him  to  move  along  these  grooves  under  an  impelling  force. 

Among  man's  strongest  instincts  are  those  directly  related  to  self- 
preservation.  He  must  obtain  food  sufficient  to  maintain  life,  he  must 
exercise  caution  in  the  presence  of  danger,  he  must  protect  himself 
against  his  enemies.  His  very  existence  is  subject  to  the  law  which 
dictates  ''the  survival  of  the  fittest."  The  instincts  of  feeding,  fearing, 
and  fighting,  therefore,  are  part  of  the  human  inheritance. 

The  feeding  instinct  is  associated  with  the  emotion  of  hunger  and 
with  the  sense  of  taste.  An  appeal  to  this  instinct  is  particularly  effec- 
tive in  selling  foods  that  are  essentially  appetizing. 

The  fearing  instinct  is  associated  with  the  emotions  of  fearfulness, 
caution,  and  timidity.  It  causes  the  prospect  to  avoid  the  presence,  of 
danger,  to  take  such  precautions  as  will  safeguard  his  life  and  his  inter- 
ests. An  appeal  to  this  instinct  is  effective  in  the  cases  of  life  insurance, 
automobile  tire  chains,  fire  extinguishers,  burglar  alarms,  and  safety 
devices  of  all  kinds. 

79 


80  THE  SELLING  APPEAL 

Instincts  of  fighting  and  competition  are  associated  with  the  emotion 
of  ambition,  that  is,  with  the  desire  to  get  ahead  in  the  world,  to  be 
successful,  to  excel.  Ambition  makes  the  individual  eager  for  his  own 
advancement,  and  therefore  desirous  of  acquiring  objects  which  will 
make  for  such  advancement.  It  makes  him  desirous  of  emulating  one 
who  has  won  success,  and  jealous  of  the  achievements  of  one  who  is 
nearing  the  goal  toward  which  he  himself  is  striving.  It  forms  the  basis 
of  appeal  in  selling  encyclopedias  and  other  books  that  improve  the 
mind,  enrollments  in  correspondence  courses,  etc. 

Since  the  instinct  of  competition  makes  the  individual  jealous  of  his 
competitors,  this  instinct  can  be  played  upon  in  selling  a  wide  variety 
of  products.  The  farmer  will  have  an  instinctive  desire  to  purchase 
your  product  if  .you  tell  him  that  twenty  farmers  in  his  county  have 
increased  their  efficiency  through  its  use;  likewise,  the  business  man,  if 
you  tell  him  that  three  firms  in  his  city,  competitors  of  his,  have  cut 
down  expenses  through  the  use  of  your  product.  Because  of  this  in- 
stinct of  competition,  the  prospect  pays  a  tribute  of  admiration  to  the 
victor  in  competitive  contest.  He  holds  in  high  regard  any  product 
which  has  won  a  prize  or  award  of  merit. 

The  second  class  of  inherited  instincts  are  those  which  insure  the 
preservation  of  the  race,  as  distinguished  from  that  of  the  individual. 
Chief  among  these  is  the  instinct  of  devotion,  which  is  associated  with 
the  emotions  of  affection,  loyalty,  and  faithfulness.  This  instinct  re- 
sults in  parental  desire  to  offer  every  advantage,  and  every  protection, 
to  the  children  of  the  home.  It  can  be  appealed  to  in  selling  toys, 
children's  clothes,  books,  courses  of  study,  healthful  foods,  and  all  prod- 
ucts of  mental  or  physical  benefit  to  children. 

A  third  class  forms  the  so-called  social  instincts.  Ancient  society 
had  its  leaders,  chosen  mainly  on  the  basis  of  achievement  in  battle. 
Select,  exclusive  groups  sprang  up.  The  individual  made  continual 
effort  to  rise  to  supremacy  in  the  class  he  was  born  in,  and  then  strove 
to  rise  to  membership  in  classes  higher  in  the  social  scale.  Hence,  the 
selling  appeal  to  the  desire  for  "exclusiveness"  is  an  effective  one.  The 
prospect  is  inclined  favorably  toward  a  product  that  is  distinctive,  be- 
cause he  feels  that  its  possession  will  set  him  apart  from  members  of  his 
class.  A  woman  will  buy  an  expensive  dress  of  exclusive  type  that  she 
may  appear  as  the  "best  dressed"  member  of  her  social  set;  she  will 


INSTINCTS  81 

buy  expensive  furniture,  china,  or  silverware,  that  her  home  may  be 
set  apart  as  the  most  luxurious  in  appointment. 

The  desire  for  distinction  within  the  group  is  closely  associated  with 
the  desire  to  advance  to  higher  groups.  The  latter  desire  causes  men 
and  women  to  follow  the  example  of  those  they  regard  as  standing  high 
in  favor.  Thus,  a  young  man  in  business  will  select  wearing  apparel 
of  a  style  that  has  been  adopted  by  leaders  in  the  business  world;  a 
woman  will  follow  the  fashion  in  dress  that,  she  believes,  has  been  set 
by  women  of  wealth  and  social  position. 

The  products  sold  by  appealing  to  the  social  instincts  include  wearing 
apparel,  expensive  toilet  articles,  furniture,  expensive  watches,  and 
expensive  automobiles,  particularly  enclosed  cars  of  the  sedan  type, 
and  "nobby"  cars  of  distinctive  design. 

Consider  now,  without  classification,  the  following  instincts: 

The  instinct  of  imitation. 
The  instinct  of  ornamentation. 
The  instinct  of  pride. 
The  instinct  of  play. 
The  instinct  of  comfort. 
The  instinct  of  cleanliness. 
The  "instinct  of  acquisitiveness. 
The  instinct  of  curiosity. 
The  instinct  of  construct iveness. 
The  instinct  of  sympathy. 

The  instinct  of  imitation  inclines  the  prospect  to  act  as  others  act ; 
to  adopt  styles  that  have  been  set  by  the  majority ;  to  purchase  products 
that  are  in  large  demand.  Thus,  by  impressing  upon  the  prospect  the 
popularity  of  your  product,  you  can  shape  his  buying  decision.  The 
prospect  is  most  likely  to  imitate  persons  he  holds  in  high  regard. 
Depict  a  ragged  tramp  washing  with  your  soap,  and  you  awaken  in  the 
reader  little  or  no  desire  to  imitate  this  action;  none  of  us  is  inclined 
to  imitate  a  disreputable  person.  But  let  your  illustration  show  an 
apparently  successful  and  well-groomed  business  man  performing  the 
same  action,  and  the  inclination  to  imitate  is  strong.  Depict  your  toilet 
preparation  in  use  by  women  of  refinement  and  culture,  and  women 
readers  of  the  advertisement  will  have  a  strong  inclination  to  imitate 


82  THE  SELLING  APPEAL 

their  action.  This  will  be  especially  true  if  the  characters  in  the  adver- 
tisement appear  true  to  life  and  if  they  are  manifestly  getting  enjoyment 
and  pleasure  from  the  use  of  your  product. 

The  instinct  of  ornamentation  brings  about  an  excessive  pride  in 
appearance  and  a  desire  to  display  in  a  favorable  light  one's  beauty 
and  personal  belongings.  The  sex  instinct,  associated  with  the  desire 
to  appear  attractive  in  the  eyes  of  the  opposite  sex,  leads  to  ornamenta- 
tion. 

The  instinct  of  pride  influences  the  prospect  to  show  preference  for 
his  own  ability,  his  own  judgment,  his  own  interests,  his  own  possessions. 
It  influences  him  in  the  purchase  of  any  product  that  will  enable  him  to 
appear  to  better  advantage,  or,  conversely,  that  will  enable  him  to  avoid 
appearing  at  a  disadvantage.  Lotions  that  remove  blemishes  from  the 
skin  or  improve  the  complexion,  patent  medicines,  and  systems  of  exer- 
cise that  remove  excessive  weight,  are  sold  on  the  basis  of  an  appeal  to 
pride. 

The  instinct  of  play  dictates  the  purchase  of  toys  by  children,  and 
the  purchase  of  sports  accessories  by  men  and  women.  It  sometimes  is 
made  the  basis  of  appeal  in  advertising  summer  resorts.  But,  probably, 
a  more  effective  appeal  in  this  case  is  the  appeal  to  the  instinct  of 
comfort,  with  its  promise  of  restfulness,  ease,  and  relaxation. 

The  instinct  of  cleanliness,  with  its  attendant  desire  for  purity  and 
wholesomeness,  forms  the  basis  of  effective  appeal  in  selling  soaps,  wash- 
ing powders,  foods  packed  in  airtight  containers,  and  similar  products. 

The  instinct  of  acquisitiveness  is  associated  with  the  individual's 
desire  to  add  to  his  worldly  store,  even  in  a  measure  over  and  above  what 
is  necessary  for  his  needs.  Savings  banks'  accounts,  investments,  china 
and  glassware  of  a  distinctive  pattern,  and  exclusive  furniture  of  a 
period,  lend  themselves  to  this  form  of  appeal. 

The  appeal  to  the  instinct  of  curiosity  can  be  employed  as  a  means 
of  getting  the  prospect's  attention.  Thus  the  heading  of  an  advertise- 
ment may  purposely  be  so  worded  as  to  leave  the  reader  in  doubt  as  to 
the  message  to  be  conveyed  by  the  text,  and  hence  stimulate  his  curiosity 
to  read  further.  A  sentence  or  two  at  the  beginning  of  the  sales  letter 
may  serve  a  similar  purpose.  This  appeal  to  curiosity  should  never  have 
the  appearance  of  an  artificial  device  obviously  intended  to  trap  the 
reader's  attention.  The  reader  must  not  be  left  with  the  impression 


INSTINCTS  83 

that  he  has  been  tricked  into  devoting  time  to  your  selling  appeal;  nor 
must  his  curiosity  so  overbalance  his  interest  in  your  appeal  that  he  pays 
but  scant  attention  to  the  merits  of  your  product. 

The  instinct  of  const ructiveness  causes  the  prospect  to  construct, 
to  build,  for  the  sheer  joy  of  creating.  It  is  the  basis  of  appeal  in 
selling  carpenters'  outfits  and  building  and  repair  material,  such  as  can 
be  used  by  the  prospect  in  his  home,  and  in  selling  toys  that  call  for 
a  certain  amount  of  constructive  effort. 

The  instinct  of  sympathy  inclines  us  to  pity  and  to  assist  those 
who  are  less  fortunate  than  we  are. 

The  various  instincts  are  so  closely  related,  merging  one  into  the 
other,  that  any  system  of  classification  necessarily  must  be  a  more  or  less 
arbitrary  one.  The  above  classification,  therefore,  does  not  pretend  to 
set  fixed  and  definite  limits;  nor  is  it  by  any  means  exhaustive.  It  is 
simply  offered  as  the  most  useful  Working  basis  for  the  planning  of  the 
selling  appeal. 

An  appeal  to  a  woman 's  pride  in  her  own  judgment  and  ability : 

THE  GREAT  DISCOVERY  ABOUT  LIGHTNING 

Leave  it  to  a  woman  to  find  beauty  in  the  common  things! 
She  will  take  a  spray  of  blossoms  or  a  bit  of  ribbon  and  per- 
form wonders  with  it.  It  is  the  women  who  have  made  The  Great 
Discovery  about  light!  They  have  found  that  it  has  not  only 
a  practical  use  but  a  decorative  use.  It  not  only  saves  eyes 
but  gives  restful,  pleasing  effects  for  the  eyes  to  look  at.  With 
a  few  extra  lamps,  a  bit  of  silk  or  cretonne,  and  once  in  a  while 
a  change  in  the  fixtures  or  glassware,  a  clever  woman  will  make 
a  brand  new  home  out  of  the  old  one.  If  you  think  NATIONAL 
MAZDA  means  nothing  but  a  *  *  lamp, ' '  ask  the  women. 

Since  the  original  MAZDA  lamp  there  has  been  no  development 
in  home  lighting  of  greater  importance  than  this  new  tipless 
white  MAZDA  lamp  shown  here !  It  warms  and  softens  and  dif- 
fuses the  light  in  a  way  that  cannot  be  imagined — it  must  be 
seen.  Ask  your  lamp  dealer  to  show  you  the  new  white  MAZDA 
lamp — and  be  sure  to  see  it  lighted. 

An  appeal  chiefly  to  the  instinct  of  cleanliness : 


84  THE  SELLING  APPEAL 

Out  of  its  crystal  clearness — 
the  fragrance  of  violets! 

So  clear  you  can  look  right  through  it !  But  dip  it  in  water 
and  see  what  a  delicious  fragrance,  what  a  wild-wood  freshness 
it  holds  in  its  transparent  depths ! 

Jergen's  Violet  Transparent  Soap  makes  you  feel  as  fresh  and 
clean  as  it  looks.  During  your  day  at  the  office — coming  in 
from  the  dusty  streets — bathe  your  face  and  hands  in  its  pure 
refreshing  lather.  See  what  a  clean  fragrance  it  gives  your  skin. 

Whenever  you  feel  tired  and  grimy,  freshen  up  with  Jergen's 
Violet  Transparent.  It  gives  you  instantly  a  pure,  rich,  cleansing 
lather,  even  in  hard  water.  And  its  clean  fresh  odor  makes  it 
the  one  scented  soap  that  men  like  to  use. 

Get  a  cake  today ! 

It  is  sold  wherever  soap  is  sold. 

Parental  love  is  played  upon  in  the  following  beginning  paragraphs 
of  an  advertisement : 

" GENTLEMEN,  THIS  IS  MY  SON!" 

Just  imagine  that  moment  of  glory — when  you  shall  introduce 
That  Boy  of  yours  to  men  of  affairs — your  boy,  who  so  soon  will 
step  into  the  business  world,  to  meet  stiff  competition,  hard  prob- 
lems, dangerous  temptations. 

You  smile  happily  at  the  pride  you  feel,  and  at  the  same  time 
cringe  a  bit  as  the  question  pounds  itself  against  your  ribs:  ''Did 
I  do  everything  I  might  have  done  to  give  him  initiative  and  to 
make  him  self-reliant  and  manly  ? ' ' 

Today  your  greatest  joy  is  to  "do  something"  for  that  boy  of 
yours,  and  you  ask :  "What  Christmas  gift  will  make  him  happiest 
—will  he  appreciate  most  keenly — what  will  help  him  most  ? ' '  You 
can  answer  that  question  right  now — give  him  "The  American 
Boy ' '  and  his  pride  in  the  gift  will  equal  your  pride  in  him. 

"The  American  Boy"  knows  that  "boys  will  be  boys" — and 
should  be ! — but  it  knows  also  that  boys  will  be  men.  It  attracts 
boys,  fascinating  them,  now  holds  500,000  of  them  between  the 
ages  of  ten  and  twenty  years,  by  sheer  merit  which  boys  are  quick 


INSTINCTS  85 

to  discover;  it  gives  them  information  which  they  can  get  in  no 
other  way  about  the  vital  things  in  life — shows  the  value  of  char- 
acter as  well  as  cleverness ;  gives  them  a  look-ahead  and  some  prep- 
aration for  the  work-world  which  your  boy  will  be  stepping  into 
almost  before  you  know  it. 

An  appeal  to  mother  love : 

Cunning  Woolens,  Delicate  Frocks,  Tiny  Wraps  of  Silk. 
They  can  be  laundered  to  suit  the  most  fastidious  baby. 

Of  course,  He  's  particular.  "Fussy  as  an  old  bachelor," 
mothers  say.  He  takes  the  greatest  delight  in  his  own  blue  quilted 
silk  bathrobe — and  is  especially  fond  of  the  dotted  Swiss  rompers. 

From  his  bootees  to  his  bib,  each  garment  must  be  sweet  and 
clean  for  the  daintiest  baby  in  the  world.  His  little  petti-skirts 
of  finest  cashmere  with  sweet  baby  scallops,  the  frocks  of  batiste 
tinily  tucked  and  daintily  embroidered,  cunning  negligee  jackets 
of  pale  crepe  de  chine  and  French  knots — he  adores  to  put  them 
on  so  spic  and  fresh  from  their  Lux  launderings. 

And  his  wool  things — so  silly  small  they  look  like  make-believe — 
are  all  very  real  to  him.  Not  a  single  scratchy  shirt,  not  one 
shrunken  band  in  his  whole  wardrobe ! — they  're  kept  so  soft  and 
fine  with  Lux. 

Never  allow  pretty  things  to  stay  soiled. 

His  clothes  have  to  be  done  so  often  and  so  carefully — they  need 
the  most  careful  laundering  there  is.  Gather  them  up  every  night 
and  toss  them  into  a  big  bowlful  of  Lax  suds.  The  lovely  trans- 
parent flakes  melt  the  instant  they  touch  hot  water  and  whisk 
into  a  wonderful  bubbly  lather.  Then  just  sousing  and  gentle 
pressing  of  the  rich  suds  through  the  soiled  spots. 

No  matting  and  shrinking  of  these  important  soft  little  woolens, 
because  there  's  no  rubbing,  you  see,  to  hurt  the  fine  fibres.  He 
can  wear  the  most  delicately  tinted  silks  without  feeling  the  least 
bit  extravagant.  Oh,  it-  's  easy  to  let  Lux  take  care  of  his  pretty 
things — to  keep  every  baby  garment  fresh  and  lovely!  Your 
grocer,  druggist,  or  department  store  has  Lux. — Lever  Bros.  Co., 
Cambridge,  Mass. 


86  THE  SELLING  APPEAL 

The  following  advertisement  exemplifies  the  appeal  to  the  feeding 
instinct  (the  instinct  of  appetite)  : 

FOR  LIVELY  OUT-O'-DOOR  APPETITES 

At  the  close  of  a  long  summer  Sunday — supper  on  the  lawn, 
and  a  Swift 's  Premium  Ham,  baked  to  a  tempting  brownness ! 

The  first  whiff  of  its  steaming  fragrance  makes  everybody 
"hungry  as  a  bear."  How  appetizing  the  tender  pink  slices  curl 
from  the  knife.  How  satisfying  to  out-o'-door  appetites  is  the 
mellow  flavor ! 

This  flavor  is  due  to  the  long,  slow  Premium  cure — to  the  hang- 
ing in  the  warm,  sweet  smoke  of  smoldering  wood  fires  until  each 
Premium  Ham  has  become  wonderfully  savory  and  delicate 
through  and  through. 

Whenever  you  buy,  look  for  the  Swift's  Premium  brand  which 
distinguishes  the  finer  ham.  Ask  your  dealer  to  show  you  the 
label. 

The  appeal  to  the  desire  for  health  is  combined  with  the  "appetite" 
appeal  in  the  following  advertisement : 

THE  HEALTH  BASKET 
THE  MODERN  WAY  OF  KEEPING  FAMILIES  WELL 

Here  is  the  delicious,  efficient  and  simple  way  of  keeping  whole 
families  well — and  practically  all  doctors  advocate  it. 

Keep  a  full  basket  of  luscious  fresh  fruit — called  a  "health 
basket" — always  within  the  family's  reach.  That  plentiful  sup- 
ply encourages  frequent  and  regular  eating  and  forms  one  of  the 
most  valuable  habits  that  physicians  know. 

Note  the  men,  women,  and  children  who  are  particularly  bright- 
eyed  and  alert.  YOU  '11  find  that  they  are  usually  lovers  of 
fresh  fruit. 

Oranges  are  probably  the  ideal  fruit  because  of  their  healthful 
properties,  and  Nature's  provision  to  furnish  them  fresh  the  year 
round.  The  best  way  is  to  eat  one  kind  of  fruit  and  to  eat  it 
every  day. 

Oranges  contain  valuable  salts  and  acids — natural  appetizers 
and  digestants — which  make  entire*  meals  taste  and  digest  better. 


INSTINCTS  87 

Withal,  they  are  luscious  food  in  themselves.  So  they  are  too 
good  and  too  valuable  to  eat  merely  as  an  occasional  delight. 

Try  the  "health  basket"  regularly  for  thirty  days  as  a  test. 

Serve  delicious  orange  salads  and  desserts.  Let  the  children 
take  oranges  to  school.  Ask  for  orange  juice  at  soda  fountains. 
Once  you  know  what  this  wonderful  habit  means,  you  '11  need 
no  more  urging. 

Sunkist  are  the  uniformly  good  oranges — fresh  the  year  round, 
sweet,  juicy,  tender,  practically  seedless.  All  first-class  dealers 
sell  them  by  the  box  or  by  the  dozen. 

An  automobile  can  be  sold  by  an  appeal  to  * i  exclusiveness ' ' : 

Styles  travel  from  east  to  west  with  the  sun.  That  which 
Fifth  Avenue  approves  today  becomes  the  countrywide  accepted 
vogue  tomorrow.  The  Jordan  Silhouette  Sedan  anticipates  ad- 
vanced styles. 

It  marks  the  advent  of  the  new  light-weight,  four-door  Sedan, 
compact  in  capacity,  European  in  lowness,  square-cornered — a 
little  bit  of  what  friend  England  calls  "nippy." 

In  common  with  the  other  new  Silhouette  models  it  possesses 
a  new  power  unit — a  dynamic,  light  bundle  of  energy,  which 
marks  the  passing  of  the  days  of  excessive  bulk  and  burden  in 
open  and  closed  cars,  driven  regretfully  by  people  who  love  snap. 

A  new  motor — designed  and  built  exactly  to  suit  such  an  ideal 
car — was  necessary,  of  course. 

It  's  a  Six — assuredly — because  that  is  the  world  trend  of  motor 
design.  The  answer  is  simple.  The  Six  furnishes  the  greatest 
power  for  its  weight  and  simplicity  with  the  least  vibration. 

In  this  motor,  the  forces  of  vibration  go  down  to  defeat. 

The  appeal  in  the  following  paragraphs  from  an  advertisement  is 
1o  ambition,  and  to  fear  of  failure: 

TWO  LITTLE  HOUSES  THAT  STOOD 
SIDE  BY  SIDE 

Two  little  houses  stood  side  by  side,  in  a  suburb  outside  New 
York.  And  in  each  of  them  a  man  and  woman  worked,  and  loved, 
and  dreamed  their  dreams  of  the  future. 


88  THE  SELLING  APPEAL 

In  the  fifteen  years  that  have  gone  by  the  two  little  houses  have 
grown  a  bit  gray  and  shabby.  The  man  and  woman  who  lived 
in  one  of  them  have  moved  on  and  up ;  they  dwell  in  a  spacious 
home,  and  his  name  is  spoken  with  the  names  of  men  who  are 
influential  and  who  do  big  things. 

But  in  the  other  little  house  the  other  man  and  woman  still 
dwell,  and  they,  too,  have  grown  a  little  grayer  with  the  passing 
years;  but  the  love  has  not  gone  out  of  the  woman's  eyes.  Still 
she  waits,  and  still  she  trusts,  firm  in  the  belief  that  some  day  her 
husband  must  win. 

THE  TRAGEDY  OF  THE  MAN  WHO 
LACKS  SOME  ONE  THING 

Down  town,  where  they  know  her  husband,  they  have  given  up 
all  idea  that  he  will  ever  be  one  of  the  big  prizes  in  the  business. 
"A  good  fellow,"  they  say,  "honest  and  hard  working;  but 
there  's  something  lacking  in  him." 

So  they  have  let  him  work  away  the  years  of  promise ;  until  now 
he  has  come  to  the  years  when  men  no  longer  expect  success. 

He  is  one  of  the  tragedies  of  the  business  world ;  and  in  that 
world  there  are  no  words  sadder  than  these:  "There  's  something 
lacking  in  him."  Thousands  of  men  who  might  have  repaired 
the  lack,  if  they  had  begun  early  enough,  are  condemned  to  small 
positions  for  life,  because  of  it. 

If  you  really  care  about  your  future,  you  will  sit  down  with  a 
pencil  today  and  analyze  your  assets.  Just  what  is  it  you  lack 
to  make  yourself  a  really  all-round  man — fit  for  the  positions  that 
demand  familiarity  with  more  than  one  department  of  business? 

ANALYZE  YOUR  ASSETS.     WHAT  DO  YOU  LACK? 

Is  it  a  knowledge  of  business  fundamentals  you  lack? 

Is  it  executive  ability  you  lack? 

Is  it  knowledge  of  accountancy  and  business  finance  you  lack? 
Or  of  the  principles  of  organization?  Or  of  advertising  and  sell- 
ing? Or  of  factory  organization?  Or  of  sales  management? 

Whatever  the  weak  link  in  your  chain  of  success  may  be,  the 
tools  for  strengthening  it  are  here,  at  your  command. 


INSTINCTS  89 

The  Alexander  Hamilton  Institute 
can  help  you. 

The  following  excerpt  from  an  advertisement  illustrates  the  appeal 
to  ambition : 

"$100  A  WEEK! 
THINK  WHAT  THAT  MEANS  TO  US!" 

"They  Ve  made  me  Superintendent — and  doubled  my  salary! 
Now  we  can  have  the  comforts  and  pleasures  we  dreamed  of— 
our  own  home,  a  maid  for  you,  Nell,  and  no  more  worrying  about 
the  cost  of  living ! 

"The  president  called  me  in  today  and  told  me.  He  said  he 
picked  me  for  promotion  three  months  ago  when  he  learned  1 
was  studying  at  home  with  the  International  Correspondence 
Schools.  Now  my  chance  has  come — and  thanks  to  the  I.  C.  S. 
I  'm  ready  for  it. ' ' 

Thousands  of  men  now  know  the  joy  of  happy,  prosperous 
homes  because  they  let  the  International  Correspondence  Schools 
prepare  them  in  spare  hours  for  bigger  work  and  better  pay. 

Why  don't  you  study  some  one  thing  and  get  ready  for  a  real 
job,  at  a  salary  that  will  give  your  wife  and  children  the  things 
you  would  like  them  to  have  ? 

You  can  do  it!  More  than  two  million  have  done  it  in  the 
last  twenty-seven  years.  More  than  100,000  are  doing  it  right 
now.  Without  obligation,  find  out  how  you  can  join  them.  Mark 
and  mail  this  coupon ! 

Although  the  personal  pronoun  "you"  is  not  emphasized  in  the  fol- 
lowing advertisement,  the  fear  played  upon,  though  only  a  fear  of  failure 
called  up  by  a  vision  of  wasted  years,  is  one  that  is  actual  and  vital  from 
the  prospect's  standpoint: 

"THE  YEARS 

THAT  THE  LOCUST  HATH  EATEN" 

A  solemn  sounding  line  it  is,  full  of  sad  significance. 
The  y ears  when  there  were  no  crops,  because  they  were  destroyed 
by  the  enemies  of  crops.     The  years  when  men  worked  and  made 


90  THE  SELLING  APPEAL 

no  progress,  when  the  end  of  the  year  found  them  a  little  poorer 
than  its  beginning,  because  a  part  of  their  little  span  of  life  was 
gone  and  had  produced  no  increase. 

In  almost  every  life  there  are  some  fruitless  years;  but  the 
tragedies  occur  when  year  after  year,  men  go  feeding  their  lives 
to  the  locust  of  indecision,  or  the  locust  of  laziness,  or  the  locust  of 
too  great  concentration  on  a  petty  task. 

In  every  week  of  every  year  the  Alexander  Hamilton  Institute 
is  brought  into  contact  with  such  tragedies. 

"I  WISH  I  HAD  ACTED  EARLIER" 

"My  experience  with  the  Alexander  Hamilton  Institute  leaves 
me  only  with  the  regret  that  I  did  not  make  contact  with  it 
at  an  earlier  time,"  says  one  man. 

For  that  regret  there  is  no  healing.  The  years  when  one  might 
have  acted,  and  did  not:  these  are  "the  years  that  the  locust  hath 
eaten. ' ' 

"If  I  had  read  your  course  before  getting  mixed  up  in  my 
mining  proposition,  it  would  have  kept  me  out  of  trouble,"  an- 
other writes. 

He  might  have  read  it  before;  the  opportunity  was  offered  to 
him  time  after  time,  in  such  advertisements  as  this,  but  he  did  not 
act.  And  Fate  exacted  payment  for  those  wasted  opportunities, 
"the  years  that  the  locust  hath  eaten." 

"If  I  had  enrolled  with  you  a  year  or  two  ago,  I  should  be 
better  able  to  handle  the  problems  put  up  to  me  every  day," 
another  says. 

He  is  making  progress  now,  rapid  progress ;  but  the  progress 
might  just  as  well  have  started  two  years  earlier. 

THE  PUNISHMENT  OF  WASTED  YEARS 

This  happened  just  the  other  day:  A  man  wrote  asking  that 
some  one  call  on  him  who  could  give  him  detailed  information 
as  to  just  how  the  Alexander  Hamilton  Institute  has  helped  more 
than  95,000  men  to  greater  success. 

The  representative  found  a  man  past  fifty  years  of  age,  occupy- 
ing a  modest  position  in  a  great  corporation.  He  sat  down  to 


INSTINCTS  91 

explain  the  Institute's  plan  and  method.  And  as  he  talked,  nam- 
ing one  and  another  who  now  occupy  high  positions,  he  looked 
across  at  the  grey-haired  man  who  was  plainly  disturbed  by 
emotion. 

The  representative  of  the  Institute  turned  away  his  eyes;  he 
knew  that  the  man  was  thinking.  His  thoughts  were  turned  back 
over  the  fields  of  wasted  opportunity;  he  was  plagued  by  the 
thought  of  "the  years  that  the  locust  hath  eaten." 

TODAY  YOU  MAY  START  FORWARD 
WITH  95,000  OTHERS 

You  can  hardly  call  this  an  advertisement  about  the  Alexander 
Hamilton  Institute.  The  facts  about  its  Modern  Business  Course 
and  Service  have  been  printed  so  many  times  that  few  men  need 
to  have  them  repeated. 

The  average  man  could  say  them  almost  by  heart.  He  knows 
that  the  Institute  is  the  American  institution  that  specializes  in 
taking  men  who  know  only  one  department  of  business,  and  round- 
ing them  out  into  fitness  for  higher  executive  tasks. 

He  knows  that  95,000  men,  in  every  State  and  city  of  this 
country,  are  proof  of  its  strength  and  standing;  he  knows  that 
business  and  educational  authority  of  the  highest  standing  is  rep- 
resented in  the  Advisory  Council  of  the  Alexander  Hamilton 
Institute. 

ADVISORY  COUNCIL 

This  Advisory  Council  consists  of  Frank  A.  Vanderlip,  the 
financier;  General  Colemaii  DuPont,  the  well  known  business 
executive;  John  Hays  Hammond,  the  eminent  engineer;  Jeremiah 
W.  Jinks,  the  statistician  and  economist,  and  Joseph  French  John- 
son, Dean  of  the  New  York  University  School  of  Commerce. 

This  advertisement  is  directed  to  the  man  who  knows  all  this 
and,  knowing  it,  has  let  the  weeks  and  months  and  years  slip  by 
— years  that  might  have  meant  so  much  to  him,  and  now  are  gone 
and  beyond  recalling,  "years  that  the  locust  hath  eaten." 
It  is  directed  to  the  man  who,  looking  ahead,  would  escape  the  im- 
pending peril  of  these  wasted  years. 


92  THE  SELLING  APPEAL 

TAKE  THE  FIRST  STEP  BY  SENDING  FOR 
"FORGING  AHEAD  IN  BUSINESS" 

To  such  men — and  to  all  men  of  earnest  purpose  who  seek  to 
avoid  these  wasted  years,  the  Alexander  Hamilton  Institute  comes 
now,  asking  for  only  one  moment  of  firm  decision — one  moment 
in  which  to  take  the  first  step  that  can  begin  to  turn  ordinary 
years  into  great  years  of  progress. 

A  book  has  been  published  for  you  entitled  "Forging  Ahead  in 
Business. ' 7 

It  is  not  a  book  for  drifters ;  but  to  men  who  are  asking  them- 
selves: "Where  am  I  going  to  be  ten  years  from  now?"  it  is 
offered  freely  and  gladly  without  the  slightest  obligation. 

Today  your  copy  of  "Forging  Ahead  in  Business"  is  waiting. 
Send  for  it  now. 

Note  that  in  the  third  paragraph  of  the  above  advertisement  the 
appeal  is  directly  aimed  at  each  of  three  general  classes  of  men  who  are 
failures:  (1)  men  of  indecision,  (2)  men  who  are  lazy,  and  (3)  men 
who  concentrate  unduly  on  petty  tasks.  This  is  pretty  certain  to  include 
the  reader  of  the  advertisement.  The  facts  illustrated  are:  (1)  that  the 
appeal  in  the  advertisement  is  aimed  at  a  more  general  class  of  prospects 
than  the  appeal  in  the  direct  sales  letter,  and  (2)  notwithstanding  this, 
th  appeal  is  made  to  match,  as  nearly  as  possible,  the  desires  of  readers 
it  hopes  to  influence. 


CHAPTER  VII 

DELIBERATION 
OUTLINE 

I.  In  arriving  at  a  buying  decision  by  a  process  of  Deliberation,  the  prospect 
will  weigh  the  advantages  offered  by  your  product  against  the  advantages 
offered  by  competing  products. 

II.  Your  aim,  therefore,  is  to  frame  your  selling  argument  in  such  a  way 
that  he  will  make  this  comparison  readily,  and  in  such  a  way  that  the 
comparison  will  result  favorably  to  your  product. 

III.  To  accomplish  this  aim,  plan  your  selling  appeal  in  accordance  with  the 
following  steps : 

(a)  Win   the   prospect's   acceptance   of   a   standard   of   comparison   by 
which  he  may  judge  between  your  product  and  competing  products. 

(b)  Show  him  that,  judged  by  this  standard,  your  product  is  superior. 

(c)  Cause  him  to  act  upon   the  basis  of  the  decision   formed   by    (a) 
and  (b). 

IV.  Education,  a  preliminary  step:  getting  the  prospect  to  agree  to  the  use 
of  your  type  of  product. 


CHAPTER  VII 

DELIBERATION 

THE  appeal  by  Deliberation  frankly  concedes  that  the  prospect  will 
refuse  to  act  upon  impulse,  that  he  will  not  be  induced  to  arrive 
at  a  buying  decision  until  he  carefully  weighs  the  advantages  favoring 
the  purchase  of  your  product  against  the  advantages  favoring  the  pur- 
chase of  competing  products.  Thus  there  enters  into  the  calculation 
the  element  of  comparison,  and  hence  the  appeal  by  Deliberation  must 
be  so  planned  as  to  enable  the  prospect  to  make  this  comparison  readily 
and  logically,  and,  at  the  same  time,  the  appeal  must  be  so  planned  as 
to  make  certain  that  the  comparison  will  be  favorable  to  the  purchase 
of  the  product. 

Consider  the  steps  necessary  in  arriving  at  this  desired  result : 

(1)  Cause  the  prospect,  in  the  light  of  his  own  needs,  to  agree 
upon  a  standard  of  comparison  by  which  to  measure  your 
product  against  competing  products. 

The  process  of  comparison  necessitates  the  selection  of  some  standard 
by  which  the  prospect  may  measure  up  one  product  against  the  other; 
failing  the  selection  of  such  a  standard,  the  prospect  will  be  unable  to 
arrive  at  a  logical  decision.  Suppose,  for  example,  that  one  advertiser 
proves  the  ABC  farm  tractor  superior  in  endurance;  that  a  competitor 
proves  the  LMN  farm  tractor  superior  in  ease  of  operation,  and  that  a 
second  competitor  proves  the  XYZ  farm  tractor  superior  in  economy  of 
operation.  Each  will  have  shown  his  farm  tractor  superior  in  one  re- 
gard, yet  the  farmer  will  be  unable  to  make  a  logical  comparison  be- 
tween the  three  makes  of  farm  tractors  until  he  has  selected  a  definite 
standard  of  judgment,  i.e.,  until  he  has  decided  to  compare  the  three 
tractors  either  on  a  basis  of  endurance,  or  on  a  basis  of  ease  or  economy 
of  operation.  Once,  however,  the  farmer  selects  a  definite  standard, 
he  will  measure  all  three  farm  tractors  in  accordance  therewith,  and 
he  will  buy  that  make  of  farm  tractor  which  most  nearly  measures  up 
to  the  standard. 

95 


96  THE  PRINCIPLES  OF  THE  APPEAL 

It  is  obvious  that  the  farmer  likely  will  accept  as  his  standard  of 
comparison  that  standard  which  most  closely  matches  his  needs.  The 
owner  of  a  large  ranch  would  probably  accept  endurance  as  his  standard, 
since  this  quality  in  a  tractor  most  directly  meets  the  needs  of  a  farmer 
who  has  a  large  acreage  to  cultivate.  The  owner  of  an  orchard,  on  the 
other  hand,  probably  would  select  ease  of  operation  (ability  to  turn 
quickly  in  a  small  area)  as  his  standard. 

The  standard  of  comparison  which  you  ask  the  prospect  to  accept,  is, 
of  course,  embodied  in  your  central  selling  point.  It  will  be  remembered 
that  this  central  selling  point  is  selected  by  matching  the  merits  of  the 
product  with  the  needs  of  the  prospect.  The  more  nearly  it  matches 
his  needs,  the  more  certain  he  will  accept  it  as  his  standard  of  comparison. 

The  standard  of  comparison  once  selected  by  your  prospect,  the  second 
step  in  the  appeal  by  Deliberation  is  to : 

(2)  Show  the  prospect  that,  judged  in  accordance  with  this 
standard  of  comparison,  your  product  is  superior  to  other 
products.1 

If  endurance  is  the  standard  which  has  been  accepted  by  the  farmer, 
your  task  is  to  convince  him  that  your  tractor  is  superior  in  endurance 
to  any  other  tractor  he  might  buy.  This  is  accomplished  by  explaining 
to  him  those  features  in  the  construction  of  your  tractor,  which  make 
for  superior  endurance. 

Obviously,  it  is  useless  for  you  to  go  ahead  with  the  development  of 
this  second  step  of  the  appeal  by  Deliberation,  unless  you  have  made 
certain  that,  by  reason  of  your  development  of  the  first  step,  the  farmer 
now  accepts  your  central  selling  point  as  his  standard  of  comparison. 
For  example :  it  will  serve  no  purpose  to  convince  the  prospect  that  your 
tractor  is  superior  in  endurance,  if  he  is  inclined  to  accept  ease  of  opera- 
tion as  his  standard  of  comparison.  In  such  case  he  would  say,  at  the 
end  of  your  second  step  of  the  selling  appeal:  "I  appreciate  the  fact 
that  your  tractor  has  superior  endurance,  but  even  so  I  am  not  con- 
vinced that  it  is  the  best  tractor  for  my  needs.  In  fact,  the  tractor 
I  want  is  a  tractor  that  is  easy  to  operate."  Step  I  of  the  appeal  by 
Deliberation  must  therefore  be  disposed  of  before  Step  II  is  taken  up. 

i  Do  not  needlessly  call  the  prospect's  attention  to  the  possibility  of  his  buying 
a  competing  product.  See  Chapter  X,  page  134. 


DELIBERATION:  THE  REASON  WHY  APPEAL  97 

When  you  reach  the  third  step  in  the  appeal  by  Deliberation,  that  of 
causing  the  farmer  to  buy  your  tractor,  he  already  is  agreed  (a)  that  it 
is  to  his  interest  to  judge  between  your  tractor  and  any  competing 
tractor,  on  the  basis  of  endurance;  and  (b)  that,  judged  in  accordance 
with  this  standard,  your  tractor  is  superior. 

To  close  the  sale,  it  now  remains  for  you  to  : 

(3)  Cause  the  farmer  (prospect)  to  act  upon  the  basis  of  the 
decision  formed  by  steps  I  and  II ;  that  is,  cause  him  to  pur- 
chase your  tractor. 

The  three  main  steps  in  the  appeal  by  Deliberation,  aimed  at  selling 
farm  tractors,  may  then  be  outlined  as  follows : 

(1)  Cause  the  farmer  to  agree,  in  the  light  of  his  own  needs, 
upon  a  standard  of  comparison    (or  central  selling  point) 
by  which  to  measure  your  product  against  competing  prod- 
ucts.    (Match  the  central  selling  point  with  the  prospect's 
needs.) 

(2)  Show  the  farmer  that,  judged  in  accordance  with  this  stand- 
ard of  comparison,  your  product  is  superior  to  competing 
products.     (Show  that  the  central  selling  point  applies  most 
definitely  to  your  product.) 

(3)  Cause  the  farmer  to  act  upon  the  buying  decision  formed  by 
steps  I  and  II. 

These  three  steps  may  be  stated  as  follows: 

(1)  "Endurance  is  the  factor  in  farm  tractors  which  most  closely 
meets  your  needs. ' ' 

(2)  "My  farm  tractor  is  superior  in  endurance." 

(3)  Therefore  buy  my  farm  tractor.1 

i  The  student  of  logic  readily  will  recognize  in  this  outline  an  application  of  the 
syllogism,  the  three  steps  of  which  govern  the  logical  presentation  of  argument. 
The  syllogism  in  this  case  would  be: 

(I)  "I  shall  buy  any  farm  tractor  that  has  the  greatest  endurance."     (Statement 
of  a  general  rule  or  principle  applying  to  all  products  of  a  given  class.) 

(II)  "Your  tractor  has  the  greatest  endurance."      (Application  of  this  rule  to  a 
specific  case  in  point.) 

(III)  "Therefore    I    shall   buy    your    farm    tractor."     (Conclusion    drawn    from 
premises  I  and  II.) 


98  THE  PRINCIPLES  OF  THE  APPEAL 

Judge  for  yourself  just  how  much  emphasis  to  place  upon — just  how 
much  space  to  give — any  one  of  the  three  steps.  If  convinced  through 
talks  with  prospects  that  owners  of  large  farms  are  inclined  in  judging 
a  tractor,  to  consider  "economy  of  operation"  as  of  equal  importance  to, 
or  possibly  of  greater  importance  than  endurance,  devote  relatively  more 
space  to  step  I,  thus  establishing  the  advantage  of  accepting  endurance 
as  a  basis  of  judgment  by  convincing  him  that  this  standard  most  directly 
matches  his  needs.  If,  on  the  other  hand,  you  are  certain  that  the 
prospect  realizes  the  paramount  importance  of  the  principle  of  endur- 
ance, that  he  recognizes  the  fact  that  this  principle  most  directly  matches 
his  needs,  Step  I  may  consist  of  only  a  sentence  or  two  emphasizing  a 
principle  he  already  accepts  as  true,  or  Step  I  may  be  omitted. 

Again,  it  may  be  that  in  your  advertisements  and  previous  sales 
letters  you  have  established  your  tractor  as  a  "big,  heavy,  'hard- work' 
machine"  of  superior  endurance,  and  you  therefore  are  convinced  that 
the  prospect  accepts  this  as  a  fact.  In  such  a  case,  you  would  devote 
relatively  little  space  to  the  development  of  Step  I,  i.e.,  to  showing  that 
your  tractor  has  superior  endurance. 

Or,  again,  it  may  be  that  your  previous  selling  effort  has  caused  the 
farmer  both  to  accept  endurance  as  his  standard  of  comparison  and  to 
agree  that  your  tractor  is  superior  in  endurance  to  all  competing  tractors. 
In  such  case  the  farmer  virtually  has  reached  a  buying  decision ;  the  only 
obstacle  that  prevents  a  consummation  of  the  sale  lies  in  the  fact  that 
he  is  reluctant  to  act  at  once  upon  the  decision  which  he  has  reached. 
Your  selling  effort,  therefore,  will  be  directed  at  urging  upon  him  in 
one  way  or  another  the  necessity  for  immediate  action  (Step  III). 

The  first  part  of  the  following  letter  is  aimed  at  (1)  getting  the 
prospect  to  recognize  a  need  that  is  met  by  time-saving  (the  central 
selling  point)  in  office  devices,  and  thus  causing  him  to  use  time-saving 
as  his  standard  of  judgment  in  judging  between  different  office  devices. 
The  standard  of  time-saving  having  thus  been  established,  the  corre- 
spondent then  shows  (2)  its  application  to  his  make  of  office  device, 
that  is,  he  offers  evidence  that  his  office  device  saves  more  time  than  does 
any  other: 

Dear  Sir: 

You  are  busy.     You  have  n  't  time  for  a  hundred  and  one  really 
important  things  you  would  like  to  ' t  get  at. ' '     Shorthand  dictation 


DELIBERATION :  THE  REASON  WHY  APPEAL  99 

with  its  interruptions  and  annoyances  and  distractions,  for  ex- 
ample, eats  up  a  lot  of  valuable  time.  You  are  a  lot  busier  on  non- 
essentials  than  j^ou  should  be. 

Not  that  you  wouldn't  get  away  from  a  system  that  is  incon- 
venient, limited  in  dictation  speed  and  in  the  production  of 
finished  type  writing,  to  say  nothing  of  its  costing  way  above  par — 
of  course  you  would — if  you  knew  a  probably  better  way. 

All  right,  then  consider  the  Dictaphone  on  the  basis  of  its  accom- 
plishment with  thousands  of  other  business  men.  The  men  who 
dictate  to  the  Dictaphone  appreciate  its  value  as  a  personal  asset 
—in  conserving  time ;  in  getting  the  thing  done  instantly ;  in  being 
always  available;  unlimited  in  speed  and  capacity;  absolutely 
accurate — in  short,  because  it  is  the  ideal  private  secretary,  with 
no  human  failings. 

You  need  the  Dictaphone  in  your  business.  And  we  want  you 
to  give  us  the  opportunity  to  prove  it — it  won't  cost  you  any- 
thing. 

We  install  the  system,  train  your  dictators  and  stenographers 
to  use  it  without  any  interruption  of  your  current  work.  If  we 
don 't  prove  it  will  save  its  cost  we  will  take  it  out  and  thank  you 
for  giving  us  the  opportunity. 

Just  give  us  the  chance. 

Beginning  the  letter  with  Step  I,  as  in  the  above  example,  gives 
the  correspondent  a  tactical  advantage.  The  central  selling  point  (time- 
saving  as  applied  to  office  devices)  was  originally  selected  by  him  as 
being  directly  in  line  with  the  needs  of  the  prospect.  Before  planning 
the  letter,  the  correspondent  satisfied  himself  that  business  men  want 
office  devices  that  save  time,  rather  than  office  devices  that  are  attractive 
in  appearance,  or  that  have  any  other  distinguishing  merit.  For  this 
reason,  the  prospect  is  likely  to  agree  almost  immediately  to  the  argument 
advanced  in  Step  I,  that  is,  to  the  argument  that  time-saving  in  office 
devices  is  a  standard  that  meets  his  needs.  His  agreement  having  been 
won  concerning  this  point,  he  is  in  a  frame  of  mind  that  inclines  him 
to  agree  concerning  arguments  next  introduced  as  to  the  superior  time- 
saving  qualities  of  this  particular  make  of  product  (Step  II). 

Again,  in  developing  Step  I  the  writer  is  " talking"  the  prospect's 
needs,  a  discussion  the  prospect  is  certain  to  be  vitally  interested  in. 


100  THE  PRINCIPLES  OF  THE  APPEAL 

This  the  writer  is  doing,  rather  than  emphasizing  his  desire  to  sell  a 
certain  make  of  product.  The  writer's  attitude,  in  fact,  is  wholly  lacking 
in  partisanship.  He  does  not  at  the  outset  try  to  limit  the  farmer,  for 
example,  to  the  purchase  of  a  single  make  of  tractor.  On  the  other 
hand,  he  permits  the  farmer  a  wide  field  of  choice,  opening  the  way  for 
him  to  make  a  judicial  selection  from  among  all  makes  of  tractors.  The 
only  limitation  the  writer  places  upon  the  farmer's  choice,  is  that  selec- 
tion be  made  on  the  basis  of  superior  endurance.  By  explaining  in 
definite  terms  that  this  basis  meets  directly  a  vital  need  of  the  prospect, 
the  correspondent  shows  him  clearly  that  it  is  a  logical  one. 

Reliability  is  the  standard  of  judgment  established  in  the  following 
letter.  Just  two  short  paragraphs  at  the  beginning  are  given  over  to 
winning  the  prospect's  acceptance,  of  this  standard,  by  showing  him 
that  it  meets  his  needs : 

Dear  Sir : 

Upon  your  choice  of  a  binder  may  depend  your  profit  or  loss 
from  your  grain  crop,  for  after  you  have  once  started  to  cut  the 
grain  there  is  no  time  to  wait  for  repairs  on  the  machine  you  have 
purchased,  or  to  look  for  another.  The  grain  won't  wait  for  you. 

There  is  but  one  way  to  buy  a  binder.  That  is  on  the  strength 
of  its  reputation  for  doing  good  work  year  after  year  without 
breaking  down. 

The  Deering  is  such  a  binder.  Over  two  millions  have  been 
sold,  and  farmers  all  over  the  country  tell  us  of  the  use  of  Deer- 
ing  machines  for  from  twelve  to  fifteen  years.  Some  of  them  have 
spent  so  little  for  repairs  that  they  do  not  consider  it  worth  men- 
tioning. 

This  is  because,  etc 

We'  assume,  in  working  out  the  above  o.u-tline,  that  the  comparison 
the  farmer  makes  is  a  comparison  between  your  farm  tractor  and  com- 
peting makes  of  farm  tractors.  That  is,  we  assume  that  he  accepts  the 
necessity  of  buying  farm  tractors  as  a  type  of  motive  power  and  that  it 
remains  only  for  him  to  decide  which  particular  make  of  farm  tractor 
he  will  buy.  This  assumption  is  not  always  correct.  It  may  be  that 
the  farmer  js  by  no  means  certain  that  farm  tractors  as  a  type  of 
motive  power  meet  his  needs  more  directly  than  do  horses  as  a  type. 


DELIBERATION:  THE  REASON  WHY  APPEAL '{  ;$p£ 

If  he  is  in  this  frame  of  mind,  the  first  comparison  he  will  make  will 
be  not  as  between  your  farm  tractor  and  competing  makes  of  farm 
tractors,  but  as  between  farm  tractors  and  horses.  It  is  useless,  then, 
in  such  instance,  for  you  to  proceed  to  prove  your  tractor  superior  to 
all  other  tractors  in  the  market,  for,  even  though  he  were  convinced 
of  this,  he  would  say :  * '  All  well  and  good.  I  agree  that  you  have  the 
best  farm  tractor  made.  But  I  don't  want  to  buy  a  tractor.  I  Ve 
always  used  horses  for  farm  work,  and  I  see  no  advantage  in  changing 
to  tractors." 

His  attitude  would  be  similar  to  that  of  a  housewife  unfamiliar  with 
the  advantages  of  canned  preserved  fruits,  or  of  canned  soups,  who 
might  say:  "You  no  doubt  have  the  best  canned  fruits,  and  the  best 
canned  soups  that  are  made.  But  I  see  no  reason  for  buying  fruit  or 
soup  in  cans.  I  'd  rather  put  up  my  own  fruits  and  make  my  own 
soup,  as  I  Ve  always  done. ' ' 

The  man  planning  the  selling  appeal,  in  such  cases,  is  under  the 
necessity  of  beginning  his  appeal  by  "educating"  the  rancher  as  to  the 
advantages  of  a  farm  tractor,  and  the  housewife  as  to  the  advantages  of 
canned  fruits  and  soups. 

The  first  step  in  the  letter  to  the  rancher  consists  in  showing  to  him 
the  advantage  of  using  a  tractor  (not  necessarily  your  tractor,  but  a 
tractor  of  any  make)  as  against  the  disadvantages  of  continuing  to  do 
the  work  with  a  horse.  Once  the  rancher  admits  it  is  to  his  benefit  to 
replace  his  horses  by  tractor-power — once  he  recognizes  the  need — you 
may  then  convince  him  of  the  advantages  of  purchasing  your  tractor, 
rather  than  purchasing  a  tractor  made  by  one  of  your  competitors. 

A  campaign  of  "education"  was  necessary  before  automobiles  were 
substituted  for  delivery  trucks,  safety  razors  for  the  "old  fashioned" 
razor,  farm  tractors  for  horses,  and  canned  foods  for  foods  prepared  by 
the  housewife. 

You  may  judge  in  your  talks  with  the  prospect  whether  or  not 
"education"  is  necessary  in  his  case.  As  a  general  rule,  "education" 
is  effective  when  (as  in  the  case  of  a  new  invention)  the  prospect  is 
unfamiliar  with  the  advantages  of  the  sort  of  product  you  have  for 
sale ;  or,  again,  when  he  is  unaccustomed  to  spending  money  for  a  product 
of  the  same  sort  as  yours,  that  is  to  say,  when  you  have  to  change  his 
buying  habits  by  inducing  him  to  spend  money  for  something  he  has 
been  getting  along  without. 


102  THE  PRINCIPLES  OF  THE  APPEAL 

If  you  face  the  necessity  of  changing  buying  habits  that  are  firmly 
fixed,  the  first  two  or  three  sales  letters  (or  advertisements)  in  a  series 
may  be  devoted  entirely  to  "education."  Selling  arguments  applicable 
to  your  particular  make  of  product  may,  in  later  letters,  be  then  intro- 
duced. The  danger  of  overdoing  the  element  of  "education"  (unless 
you  have  a  monopoly)  lies  in  the  fact  that  you  carry  a  double  selling 
burden,  i.e.,  you  are  pushing  the  sale  of  tractors  as  a  class — the  sale  of 
your  competitors'  tractor  as  well  as  your  own. 

The  selling  appeal  devoted  to  educating  the  prospect  is  developed 
in  much  the  same  way  as  any  other  direct  sales  letter ;  the  difference  being 
that,  in  educating  the  prospect,  you  bring  out  the  advantages  of  tractors 
as  a  type  as  against  the  disadvantages  of  horse-power  and  man-power 
rather  than  the  advantages  of  your  particular  make  of  tractor  as  against 
the  disadvantages  of  competing  tractors. 

Dear  Sir: 

The  largest  profit-eating  feature  in  a  man's  business  is  his  free 
delivery  service,  especially  when  he  desires  to  give  his  cus- 
Education:      tomers  the  promptest  service  that  can  be  obtained. 
Acquainting          Jn   the   lagt   fgw  yearg  y(m   haye   no   doubt   noticed   the 

Prospect  with  ^^  cageg  where  Motor   Tn^fe  have   replaced   Horses. 

ewe/i      of      Now  there  must  be  a  good  reason  for  such  a  change — and 

Power  nTfl      ^ere  is'     The  STAGE  COACH  has  been  replaced  by  the 

Type.  railroad    because    Railroad    Transportation    is    cheaper, 

quicker,  more  prompt,  and  more  reliable  than  the  STAGE 

COACH.     The  same  principles  apply  to  the  change  from  horses 

to  motor  trucks. 

Now  in  your  business  you  very  likely  have  more  horses  and 
wagons  in  your  service  than  you  absolutely  need,  simply  so  you  can 
be  in  a  position  to  give  your  customers  prompt  service  and  keep 
from  having  your  perishable  articles  spoiling  by  being  carried 
around  on  a  long  trip  under  the  hot  sun,  in  the  summer  time,  and 
from  freezing,  in  the  winter  time.  There  is  where  you  are  running 
up  your  expense  and  losing  money  rapidly,  a  fact  which  you  no 
doubt  realize. 

Don't  let  the  objection  come  into  your  mind  that  the  cost  of  the 
investment  in  a  motor  truck  is  too  high — if  you  do,  you  are  object- 


DELIBERATION :  THE  REASON  WHY  APPEAL 


103 


Folder  de- 
pended upon 
in  getting 
prospect  to 
buy  Interna- 
tional Truck 
rather  than  a 
truck  manu- 
factured by 
competitors. 


ing  too  quickly.  The  cost  of  International  Motor  Trucks  is  no 
greater  than  the  cost  of  horse  and  wagon  outfits  capable  of 
doing  the  same  work,  and  your  saving  comes  in  on  MAIN- 
TENANCE. Business  men  who  use  International  Motor 
Trucks  say  that  figure  as  they  may,  they  find  that  a  Motor 
Truck  costs  less  to  maintain  and  keep  up  than  horse  and 
wagon  outfits  that  do  the  same  amount  of  work. 

Read  over  the  enclosed  folder — note  the  construction  of 
the  International  Motor  Truck  and  the  advantages  of  motor 
delivery.  Write  or  'phone  us,  and  we  shall  tell  you  what 
a  motor  truck  will  do  for  you,  showing  you  how  you  can 
add  greater  profits  to  your  bank  account. 


Education : 
Limiting  the 
prospect  to 
your  "type" 
of  product. 


"Buy  our 
corn  binder. 


Dear  Sir : 

You  would  not  think  of  harvesting  your  grain  with  a  sickle — 
this  method  is  too  slow  and  expensive. 

Then  why  cut  corn  with  a  knife?  It  is  almost  as  slow 
and  expensive  a  method  as  the  other  and  just  as  imprac- 
ticable. Few  men  can  cut  more  than  an  acre  a  day  with 
a  knife,  while  a  man  with  a  brisk  walking  team  and  a  good 
corn  binder  can  cut  from  five  to  seven  acres  without  being 
tired  at  quitting  time. 

As  you  know,  there  is  one  best  time  for  cutting  corn — a  period 
of  only  a  few  days  when  it  is  at  its  highest  point  of  feeding  value. 
A  few  days'  delay  on  account  of  insufficient  help,  and  the  stalks 
and  leaves,  a  good  one-third  the  feeding  value,  will  become  dry  and 
crisp  and  of  little  use  for  fodder. 

So  with  you  it  is  probably  not  so  much  a  question  of  a  corn 
binder  as  it  is  which  corn  binder.  We  advise  the  Mil- 
waukee, naturally.  But  we  have  some  good  practical  rea- 


Limiting  the    sons  for  doing  so. 

prospect  to          It  has  a  wide  reputation  for  good  work  gained  through  a 

your  make       period  of  over  16  years  service.     Some  of  the  first  binders 

of  product.      ai.e  still  doing  good  work.     There  is  nothing  new  or  untried 

about  its  construction  to  be  worked  out  at  your  expense. 

It  will  do  better  work  in  short  and  thrashy  corn  than  most 

machines  because  of  two  strong  throat  rods — one  below  the  lower 


104  THE  PRINCIPLES  OF  THE  APPEAL 

conveyor  chain  and  one  above  it.  These  hold  the  stalks  firmly 
against  the  conveyor  chains  until  the  stalks  reach  the  binding 
attachment. 

Among  other  conveniences  the  Milwaukee  can  be  supplied 
with  a  thoroughly  practical  bundle  loader  in  place  of  the  bundle 
carrier,  to  be  used  in  cutting  corn  for  silo  filling,  or  for  immediate 
feeding  purposes.  This  saves  time  and  labor. 

Some  of  the  good  features  of  the  Milwaukee  corn  binder  will  not 
be  observed  from  a  hasty  examination  on  the  sales  floor.  They  are 
realized  only  after  actual  use — we  refer  to  the  workmanship  and 
materials  that  make  it  possible  for  the  machine  to  work  year  after 
year  without  giving  trouble.  But  there  are  a  good  many  features 
that  you  will  appreciate  immediately.  We  invite  you  to  see  them 
at  Brown  Bros. 

The  first  three  paragraphs  in  the  following  letter  educate  the  farmer 
in  the  advantages  of  a  grain  drill  as  a  type,  over  the  disadvantages  of 
sowing  broadcast.  The  fourth  paragraph  is  aimed  at  winning  the 
farmer's  acceptance  of  the  central  selling  point — "special  design  that 
meets  the  needs  of  the  locality";  the  fifth  paragraph  shows  the  applica- 
tion of  this  central  selling  point  to  the  product,  and  the  final  para- 
graph is  aimed  as  causing  the  farmer  to  act  upon  the  basis  of  his  buying 
decision  formed  by  the  preceding  paragraphs : 

Dear  Sir: 

(1)  If   every   farmer   in   this   country   could  use    a   good   drill 

for  seeding  there  would  be  a  wonderful  increase  in  the  yield 
per  acre. 

(2)  Those  who  sow  broadcast  perhaps  do  not  realize  they  are 
losing  from  four  to  six  bushels  per  acre.     In  broadcasting, 
half  the  seed  is  not  covered.     It  is  blown  away  or  picked  up 
by  the  birds.     Some  of  it,  on  the  other  hand,  is  covered  so 
deep  that  it  can  never  come  up,  and  some  of  it  is  so  thin  that 
the  grain  will  winter  kill. 

(3)  With  properly  drilled  grain  the  stand  in  the  field  is  even- 
no  thin  spots,  no  uneven  grain,  for  the  accurate  feed  sows  the 
seed  uniformly  and  the  furrow  openers  place  the  seed  in  the 
ground  evenly  and  cover  it  proper! y.     At  harvest  time  you 


DELIBERATION:  THE  REASON  WHY  APPEAL         105 

will  find  a  field  of  evenly-ripened  grain,  with  an  increased 
yield  per  acre  that  can  be  marketed  at  top  price. 

(4)  In  selecting  a  drill,  care  should  be  taken  to  get  one  adapted 

to  the  section  in  which  it  is  used.     A  grain  drill  good  for 
one  section  of  the  country  may  not  be  adapted  to  another. 

(5)  In  this  respect,  the  Kentucky  drill  stands  at  the  top  of  the 

list.     It  is  built  to  do  the  work  in  your  locality,  we  believe, 
better  than  it  can  be  done  by  any  other  drill.     It  has  every 

adjustment   for  quickly  regulating  the  desired  quantity  of 

grain  to  be  sowed  per  acre. 

(6)  Just  examine  the  inclosed  folder  carefully  and  then  examine 

the  drill  itself  at  Bayer  Bros.     They  will  explain  the  work- 
ings of  the  drill  to  you.     And  they  will  give  you  the  names 

of  successful  and  responsible  farmers  in  this  section  who  have 

never  used  anything  but  a  Kentucky. 

The  following  advertisement  is  based  upon  the  assumption  that  the 
prospect  already  has  accepted  the  central  selling  point  (Reliability)  as 
his  standard  of  comparison.  No  attempt  is  made  to  develop  Step  I  of 
the  appeal  by  Deliberation;  the  advertisement  begins  with  Step  II, 
showing  that  the  central  selling  point  applies  to  the  product : 

THIS  MAN  CAN'T  MAKE  A  MISTAKE 

IN  TEMPERING  PLUMB 
HAMMERS,  HATCHETS,  AND  AXES 

Of  the  dozens  of  men  who  temper  hammers,  hatchets,  and 
axes  in  the  Plumb  factory,  NOT  ONE  ever  makes  a  mistake. 

Not  one  of  them  ever  allows  a  hammer,  a  hatchet,  or  an  axe 
to  get  a  degree  too  hot  or  too  cold  for  perfect  results.  Because 
he  can  not. 

The  remarkable  perfection  of  workmanship  in  Plumb  Hammers 
is  not  due  to  any  superhuman  qualities  in  the  men.  They  are 
not  required  to  judge  of  the  metal  by  its  color.  The  plumb 
tempering  furnaces  are  watched  by  electrical  pyrometers  that 
maintain  an  exact  heat  ALL  the  time. 

Likewise  the  cooling  bath  is  kept  uniformly  cool  by  a  refrigerat- 
ing plant,  adjusted  to  deliver  fresh,  cold  water  constantly  at  exactly 
the  right  temperature  for  the  work  in  hand. 


106  THE  PRINCIPLES  OF  THE  APPEAL 

It  is  impossible  for  the  men  who  handle  this  work  to  make  a 
mistake,  because  they  are  scientifically  safeguarded.  And  be- 
cause of  these  safeguards,  the  PLUMB  Hammer,  Hatchet  or  Axe 
you  buy  is  ALWAYS  SURE  to  be  tempered  just  right. 

To  further  insure  PLUMB  Hammers,  Hatchets  and  Axes 
against  variation  of  temper,  they  always  are  ground  before  be- 
ing tempered.  Where  this  precaution  is  not  taken,  the  heat  of 
grinding  is  liable  to  draw  the  temper.  We  take  no  chances. 

Such  refinements  of  manufacture  make  better  tools — and  cause 
men  to  say  of  PLUMB  Hammers,  Hatchets,  and  Axes,  "They  're 
worth  more." 

The  employment  of  Steps  I,  II,  and  III  is  exemplified  in  the  following 
letter: 

Dear  Sir: 
Some  day  this  Spring,  just  after  you  have  put  in  your  crop, 

look  at  that  field. 

Step     I  What  you  will  see  will  be  only  the  very  outside  of  the 

soil.     You  won 't  be  able  to  see  what  makes  the  seed  grow, 
such    as    nitrogen,    phosphorus,    calcium,    potassium,    etc. 

You  know  that  these  elements  are  there  because  they  make 
standard  of 

comparison."    the  seed  grow>  but  you  can  *  see  them' 

Don't  you  know  that  the  same  thing  is  true  when  you 

look  at  a  machine?  You  see  the  outside  only — the  surface — yet 
the  actual  merit,  the  skill  that  has  been  built  into  the  machine, 
lies  underneath  and  can  not  be  examined. 

Whatever  quality  is  there  comes  out  as  service  which  you  get, 
and  you  don't  know  how  much  quality  is  there  until  after  you 
have  used  the  machine. 

This  should  be  especially  remembered  when  it  comes  to  pur- 
chasing a  farm  tractor.  You  may  think  that  for  you  the  day  of 
the  tractor  is  distant,  but  it  is  n  't.  You,  and  every  other  good 
farmer,  are  coming  to  it  sooner  than  you  expect. 

We  honestly  believe  that  more  quality  has  been  built  into  the 

Titan  10-20  than  into  any  other  tractor  made.     Take  the 

Step   II          carburetor,    for    example.     It  's    an    exclusive,    patented 

"Our  trac-       Titan  feature?  an(j  WJH  handle  anything  from  kerosene  to 


DELIBERATION:  THE  REASON  WHY  APPEAL         107 

tor  is  su          gasoline,  just  as  satisfactorily  as  99  out  of  100  other  car- 

perior  in          buretors  handle  gasoline  only. 

'inbuilt'  That  means  that  from  the  Titan  10-20  you  will  get  power 

quality."  at  the  drawbar  for  about  half  the  expense  of  gasoline 
power,  because  you  know  that  kerosene  is  only  half  as  expensive 
as  gasoline. 

There  is  other  quality  built  into  the  Titan  that  you  can't  see 
—pistons,  cylinders,  oiling,  ignition,  power  transmission — every 
detail  has  been  designed,  after  years  of  careful  study,  to  operate 
satisfactorily  on  kerosene.  That  means  the  materials  are  of  a 
different  quality,  differently  heat  treated,  differently  handled  in 
the  shop. 

Examine  one  of  these  machines  at  the  store  of  your  dealer,  J. 
W.  Brown.     He  '11  be  glad  to  give  you  the  names  of  some 

tep  Titan  owners  close  by  and  let  you  know  when  the  tractor 

"There-  . 

will  be  in  the  field.     We  '11  be  willing  to  leave  our  case  en- 

ctor"    tirely  in  your  hands  if  you  will  spend  two  hours  in  the 
field  with  the  Titan. 

The  above  letter  is  planned  on  the  following  basis: 

Central  selling  point:  " inbuilt"  quality. 

Step  I.  (Matching  central  selling  point  with  the  needs  of  the 
prospect)  "Any  tractor  that  is  superior  in  *  inbuilt'  quality  will 
give  you  the  best  service  on  your  farm ;  therefore,  it  is  to  your  in- 
terest to  use  '  inbuilt '  quality  as  a  standard  of  comparison  in  judg- 
ing tractors. ' ' 

Step  II.  (Showing  central  selling  point  applies  to  the  product) 
"Because  of  its  construction,  and  of  our  years  of  experience,  our 
tractor  is  superior  in  '  inbuilt '  quality. ' ' 

Step  III.  (Causing  the  prospect  to  act  upon  the  basis  of  his 
buying  decision  formed  by  Steps  I  and  II.)  "Therefore  take  the 
necessary  steps  to  buy  our  tractor,  and  thus,  in  the  most  effective 
way,  to  meet  your  needs." 


CHAPTER    VIII 

THE   CHOICE   OF   THE   APPEAL 
OUTLINE 

I.  The  appeal  by  Suggestion  is  emphasized  in  selling  products  which  enable 
the  prospect  to  realize  pleasure  or  satisfaction  by  gratifying  an  emotional 
desire. 

II.  The  appeal  by  Deliberation  is  emphasized  in  selling  products  which  enable 
the  prospect  to  realize  a  gain  in  dollars  and  cents. 


CHAPTER  VIII 

THE    CHOICE    OF   THE   APPEAL 

THE  appeal  by  Suggestion  results  in  immediate  action,  the  appeal  by 
Deliberation  results  in  delayed  action.  The  latter  is  characterized 
by  a  resultant  loss  of  time  in  causing  the  prospect  to  arrive  at  a  buying 
decision. 

Why  then  employ  the  appeal  by  Deliberation  at  all?  Why  can  not 
the  man  who  has  a  product  to  sell,  always  rely  upon  the  appeal  by  Sug- 
gestion, winning  the  prospect  to  his  way  of  thinking  without  loss  of 
time  ? 

The  answer  is  more  or  less  obvious.  The  specific  process  by  which 
the  prospect  arrives  at  a  buying  decision  has  direct  relation  to  the  na- 
ture of  the  product. 

Products  may  be  serviceable  or  they  may  be  of  the  nature  of  a  lux- 
ury. In  the  purchase  of  a  luxury,  the  memories  and  impressions  stored 
in  the  subconscious  mind,  when  once  awakened  by  Suggestion,  will 
likely  impel  the  individual  to  act  upon  instinct.  But  not  so,  if  the 
product  is  essentially  of  a  serviceable  nature,  a  product  that  promises 
gain  in  dollars  and  cents.  In  this  latter  case,  the  individual,  before 
investing  his  money,  will  weigh  carefully  the  advantages  for  and  against 
purchase,  and  employing  his  reasoning  mind  he  will  arrive  at  a  buy- 
ing decision  by  a  process  of  Deliberation. 

''Without  thinking,"  the  business  man  may  purchase  luscious 
oranges  on  display  in  the  grocer's  window  that  appeal  to  his  instinct 
of  appetite,  and  his  wife  may  likewise  purchase  an  expensive  fur  wrap 
displayed  in  the  furrier's  window  that  appeals  to  her  instinct  of 
exclusiveness.  The  oranges,  and  the  expensive  fur  wrap,  are  products 
which  enable  the  prospect  to  gratify  emotional  desires. 

But  one  can  hardly  imagine  a  business  man  deciding  on  impulse  to 
buy  a  product  of  so  serviceable  a  nature  as  an  automobile  delivery 
truck.  Experienced  salesmen  know  that  he  will,  on  the  contrary,  '  *  rea- 
son out"  the  advisability  of  accepting  such  ideas  as  they  want  him  to 

111 


112  THK  SELLING  APPEAL 

accept,  and  of  taking  such  action  as  they  want  him  to  take.  His  busi- 
ness would  soon  suffer  if  this  were  not  his  habit. 

It  is  clear  then  that  when  the  product  gratifies  an  emotional  desire, 
when  it  gives  promise  of  pleasure  and  enjoyment,  the  appeal  by  Sug- 
gestion is  indicated;  and  that  when  the  product  meets  a  need,  when  it 
gives  promise  of  a  gain  in  dollars  and  cents,  the  appeal  by  Deliberation 
is  indicated. 

To  advertising  men,  the  appeal  which  is  based  upon  the  principles 
of  Suggestion  is  known  as  the  Short  Circuit,  or  Human  Interest,  appeal ; 
the  appeal  which  is  based  upon  the  principles  of  Deliberation  is  known 
as  the  Long  Circuit,  or  Reason  Why,  appeal. 

The  Short  Circuit  appeal,  being  based  upon  Suggestion,  is  therefore 
properly  emphasized  in  selling  all  articles  of  an  intimate  and  personal 
nature.  Articles  in  this  list  include: 

(1)  Foods,  particularly  such  foods  as  gratify  the  sense  of  taste, 
rather  than  provide  necessary  nourishment. 

(2)  Cigars,  smoking  tobacco,  candy,   drinks,  since  these   afford 
personal  enjoyment  by  enabling  the  prospect  to  gratify  an 
appetite. 

(3)  Wearing  apparel,  particularly  such  wearing  apparel  as  im- 
proves the  appearance. 

(4)  Jewelry,  toilet  articles,  expensive  dresses,  wraps,  furs,  and 
other  products  that  give  enjoyment  by  adorning  the  person. 

(5)  Life   insurance    (unless   it   is   regarded   as   an   investment), 
safety  devices,  and  similar  articles  that  enable  the  prospect 
to  look  out  for  his  own  personal,  safety  and  that  of  his  family. 

(6)  Motion  pictures,  phonographs,  books,  and  similar  products 
that  contribute  to  the  enjoyment  of  the  prospect,  and  of  his 
family,  and  do  noit  put  money  in  the  pocket. 

It  is  by  no  means  always  easy  to  determine  whether  a  product  comes 
under  one  sort  of  appeal  or  the  other.  An  electric  washing  machine,  for 
example,  may  be  regarded  as  a  highly  useful  article  which  meets  a  need 
by  effecting  a  saving  in  time  and  money.  Or  it  may  be  regarded  as 
an  article  which  enables  the  housewife  to  gratify  her  desire  for  rest  and 
relaxation.  An  automobile  may  be  regarded  as  meeting  a  need  of  the 
business  man,  or  as  enabling  him,  or  his  wife,  to  gratify  a  desire  for 


THE  CHOICE  OP  THE  APPEAL  113 

social  prestige.  The  relative  effectiveness  of  the  two  sorts  of  appeal  in 
the  case  of  any  given  product,  may  be  determined  by  the  salesmen  on 
the  road,  or  by  the  representative  of  the  advertising  agency  in  a  house-to- 
house  canvass,  or,  preferably,  by  both. 

Contrast  the  following  two  electric  washer  advertisements,  the  first 
emphasizing  the  Short  Circuit  appeal,  tin1  second  emphasizing  the  Rea- 
son Why  appeal : 

What  a  perfectly  glorious  gift.  Blue  Bird!  solving  forever 
the  greatest  problem,  the  greatest  burden  of  housework.  An 
hour  or  so  of  a  morning  and  the  week's  washing  vanishes.  On 
the  line  by  noon,  without  rubbing  or  puddling — without  work, 
without  rending,  without  wear  on  the  clothes.  Such  is  the  Blue 
Bird's  way. 

Isn't  it  amazing  to  realize  that  now  "the  washing"  is  only  a 
source  of  gladness — a  delightful  means  of  unlimited  cleanliness? 


The  1900  Cataract  Washer  operates  on  a  Figure  8  principle,  by 
which  the  sudsy,  cleansing  water  is  forced  through  the  clothes 
in  a  figure  H  movement  which  sends  it  through  them  four  times  as 
often  as  does  the  ordinary  washer.  This  is  an  exclusive  feature  of 
the  1!)0()  Washer. 

You  can  swing  the  wringer — which  works  electrically — from 
the  washer  over  to  the  rinse  water,  then  to  the  blue  water,  and 
then  to  the  clothes-basket,  without  moving  or  shifting  the  washer 
an  inch. 

The  gleaming  copper  tub  has  no  parts  to  rub  against  the  clothes 
to  cause  wear  and  tear,  and  no  heavy  cylinders  to  lift  out  and 
clean  after  the  wash  is  finished.  Delicate  waists,  fine  underwear, 
or  even  bed  and  table  linen  can  be  washed  in  the  1900.  This 
means  a  big  saving  in  laundry  bills.  And  you  have  the  comfort- 
able knowledge  that  your  clothes  are  not  being  washed  in  the  same 
water  as  other  people 's. 

Just  connect  your  1900  Washer  with  the  electric  light  socket 
and  pull  back  the  lever.  Off  it  starts,  and  in  less  than  ten  minutes 
out  come  the  clothes,  white  and  clean.  Costs  less  than  two  cents 
an  hour  to  operate.  The  tubs  come  in  two  sizes,  holding  the 
equivalent  of  eight  and  twelve  sheets. 


114  THE  SELLING  APPEAL 

The  Blue  Bird  Washer  advertisement,  aimed  at  awakening  the  in- 
stinct of  comfort,  with  its  promise  of  rest  and  relaxation,  gives  no 
tangible,  definite  facts  concerning  the  construction  of  the  product  such 
as  would  enable  the  reader,  by  employing  her  reasoning  mind,  to  de- 
termine upon  the  selection  of  this  make  of  washer  rather  than  upon  a 
washer  of  another  make.  The  appeal  is  clearly  centered  on  the  emo- 
tions; there  is  but  little  attempt  made  to  influence  the  reasoning  mind. 

The  1900  Washer  advertisement,  on  the  other  hand,  gives  concrete 
information  about  the  construction  of  the  product,  telling  of  the  ex- 
clusive Figure  8  construction  and  pointing  out  its  advantages.  The  ad- 
vertisement thus  offers  the  prospect  opportunity  to  compare  this  dis- 
tinguishing feature  with  distinguishing  features  of  competing  washers 
she  may  have  heard  of  and  in  this  way  to  arrive  at  a  logical,  reasoned 
decision.  This  advertisement  is  clearly  centered  on  the  reasoning  mind ; 
it  awakens  comparatively  little  emotional  desire. 

The  question  of  price  may  determine  your  selection  of  the  sort  of  ap- 
peal that  will  be  the  most  effective.  The  prospect  of  average  means, 
ordinarily  will  not  respond  to  instinct  when  the  purchase  necessitates 
the  expenditure  of  a  considerable  sum  of  money.  Buying  assumes  an 
importance  that  causes  him  to  resort  to  reason,  unless  the  desire  to  pos- 
sess is  very  keen  indeed.  A  wealthy  prospect,  however,  might  well  act 
upon  impulse  in  making  the  same  expensive  purchase,  since  the  expendi- 
ture of  a  considerable  sum  of  money  assumes  in  his  mind  no  importance. 
Expensive  automobiles,  for  pleasure,  are  thus  sold  on  the  basis  of  a  Short 
Circuit  appeal  made  to  the  inherited  desire  for  such  social  distinction 
as  comes  from  possessing  any  article  that  is  costly  and  exclusive  in  type. 

If  you  are  facing  keen  competition,  it  is  generally  advisable  to  de- 
vote relatively  large  space  to  the  Reason  Wliy  appeal.  By  an  appeal  to 
the  sense  of  taste,  you  may  create  a  keen  desire  for  oranges,  yet  the 
feature  that  distinguishes  your  brand  of  oranges  may  readily  be  one 
that  can  be  made  evident  to  the  reasoning  mind  more  easily  than  to  the 
instincts.  If  you  were  to  limit  yourself  to  the  Short  Circuit  appeal, 
it  is  quite  likely  that  your  competitors  would  reap  a  considerable  share 
of  the  harvest  springing  from  the  seed  sown  by  your  advertisements  and 
letters. 

Since  women  are  emotitmal  in  nature,  they  are  more  likely  to  respond 
to  the  appeal  to  the  emotions  and  instincts  than  are  men.  Business  men 


THE  CHOICE  OF  THE  APPEAL  115 

and  farmers,  and  other  men  of  practical  dispositions,  are  less  responsive 
to  the  emotional  appeal  than  are  writers,  actors,  and  musicians. 

It  is  highly  advisable,  in  planning  the  selling  appeal,  to  take  ad- 
vantage of  employing  both  sorts  of  appeal  in  any  given  sales  letter  or 
advertisement,  giving  emphasis  to  that  sort  of  appeal  which  the  nature  of 
the  product  indicates,  and  employing  in  support  of  the  appeal  thus 
emphasized,  the  second  sort  of  appeal. 

In  making  a  Reason  Why  appeal,  for  example,  keep  continually  in 
mind  that  the  reader,  whether  he  be  a  lawyer,  druggist,  or  business  man, 
is  responsive  to  human  emotions  and  instincts ;  that,  apart  from  his  in- 
terest in  effecting  a  gain  in  dollars  and  cents,  he,  in  common  with  mil- 
lions of  others,  will  respond  to  an  emotional  appeal  to  pride,  ambition, 
loyalty,  fear,  etc. 

To  illustrate : 

You  are  trying  to  sell  an  automobile  delivery  truck  to  the  owner  of 
a  department  store.  Since  your  product  is  essentially  a  serviceable 
one,  you  begin  with  the  Reason  Why  appeal,  by  matching  his  needs. 
You  devote  the  greater  part  of  the  appeal  to  show  him  that  the  purchase 
of  your  truck  will  save  him  more  money  than  would  his  purchase  of  a 
competing  .truck.  Once  you  have  made  this  clear,  you  can  spur  him 
to  immediate  action  by  a  Short  Circuit  appeal  to  his  inherited  instinct 
of  ambition,  that  is,  to  his  desire  to  get  ahead  of  those  who  are  compet- 
ing with  him,  by  saying : 

Competition  is  mighty  keen  these  days,  as  you  know.  And 
three  of  your  competitors  have  cut  down  delivery  costs  by  buying 
A.  B.  C.  trucks.  That  means  they  are  now  able  to  sell  at  a  lower 
figure  than  the  other  fellow,  because  their  overhead  has  been  re- 
duced. 

Indeed,  it  is  impossible  to  present  any  buying  proposal  to  the  pros- 
pect's reasoning  mind  without  awakening  some  emotional  reaction;  for 
inherited  instincts,  reflecting  as  they  do  the  experience  of  the  race  over 
a  period  of  centuries,  are  many  and  varied.  In  selling  stock  in  a  new 
concern,  you  may  devote  an  hour  or  two  to  the  presentation  of  logical 
arguments  aimed  at  convincing  the  prospect's  reasoning  mind  of  the 
probability  of  a  generous  financial  return  upon  the  investment.  You 
calculate  that  he  will  form  his  buying  decision  deliberately,  having 


116  THE  SELLING  APPEAL 

calmly  and  coolly  balanced  the  chances  of  financial  gain  against  the 
chances  of  financial  loss.  And  yet,  in  the  end,  his  instinct  of  acquisi- 
tiveness having  been  awakened,  he  may  form  his  buying  decision  im- 
pulsively rather  than  deliberately.  Thus  there  is  opportunity  to  employ 
the  Short  Circuit  appeal  effectively  even  in  those  advertisements  and 
letters  in  which  the  Reason  Why  appeal  is  emphasized. 

Contrariwise,  in  making  the  Short  Circuit  appeal,  do  not  necessar- 
ily limit  yourself  to  the  play  upon  human  instincts;  bring  in  oppor- 
tunely the  selling  argument  that  matches  a  need.  In  selling  eyeglasses, 
for  example,  you  may  begin  with  a  Short  Circuit  appeal  to  the  pros- 
pect's inherited  fear  of  dimming  vision,  and  develop  this  in  the  bod\r 
of  the  appeal.  Then,  changing  you  tack,  show  him  a  Reason  Why  your 
eyeglasses,  by  increasing  his  business  efficiency,  will  enable  him  to  ef- 
fect a  gain  in  dollars  and  cents.  In  many  other  cases,  when,  by  the 
appeal  to  the  instincts,  you  are  able  to  create  a  keen  desire  for  your 
product,  it  will  often  be  necessary  to  add  a  definite  "reason  why"  your 
product  is  superior,  before  the  prospect  will  act  upon  the  urging  of  his 
desire. 


I.  Attention 

Interest 
II.  Desire 
Belief 

III.  Conviction 

IV.  Action 


CHAPTER  IX 

THE   STEPS   OF   THE   SELLING   APPEAL 

OUTLINE 

The  Beginning  of  the  Selling  Appeal. 

Description  and  Explanation. 

Proof. 
Persuasion 
Inducement 
Clincher. 


CHAPTER  IX 

THE   STEPS   OP   THE   SELLING   APPEAL 

BEFORE  applying  the  principles  underlying  the  Appeal  by  Sugges- 
tion and  the  principles  underlying  the  Appeal  by  Deliberation,  it 
is  necessary  that  we  have  clearly  in  mind  the  various  separate  elements 
of  the  selling  appeal. 

These  may  be  outlined  as  follows: 

(1)  Attention. 

(2)  Interest. 

(3)  Desire. 

(4)  Belief. 

(5)  Conviction. 

(6)  Action. 

Consider  first : 

(1)  Attention.     jThe  Beginning  of  the 

(2)  Interest.         [Selling  appeal. 

These  two  steps  are  accomplished  by  and  in  the  Beginning  of  the 
business  letter  or  advertisement.  You  must  attract  the  Attention  of  the 
prospect  to  your  written  selling  appeal,  to  bring  it  under  his  considera- 
tion at  all. 

In  the  case  of  a  business  letter,  this  is  comparatively  easy.  Not  often 
do  business  men  toss  a  letter  unopened  into  the  wastebasket. 

In  the  case  of  advertisements,  however,  the  task  of  winning  attention 
is  comparatively  a  difficult  one.  As  the  prospect  turns  the  pages  of 
the  magazine,  he  is  not  unlikely  to  pass  your  advertisement  by,  with 
scant 'attention,  or  with  none  at  all,  unless  some  attention-getting  factor 
inherent  in  the  illustration,  in  the  catchline,  in  the  arrangement  or  in 
the  "lay-out"  of  the  advertisement,  happens  to  grip  and  hold  his  at- 
tention. 

Attention  will  be  but  momentary  unless  you  so  order  your  selling 

119 


120  THE  STEPS  OF  THE  SELLING  APPEAL 

appeal  as  straightway  to  develop  attention  into  interest.  Interest  is  at- 
tention intensified,  or  galvanized  into  something  more  vital  than  a  de- 
vice to  catch  the  eye  for  the  moment.  Illustrations  in  colors  attractive 
to  the  eye  and  catchlines  in  type  that  is  distinctive  and  striking  will 
momentarily  arrest  attention.  But  to  compel  interest  the  illustration 
or  the  catchline  must  convey  to  the  prospect  a  message  recognized  by 
him  as  having  to  do  with  the  realization  of  his  needs  or  of  his  desires. 
Or,  it  must  convey  to  him  a  message  that  makes  so  strong  an  appeal  to 
his  curiosity  as  to  cause  him  to  want  to  know  what  is  dealt  with  next  in 
the  advertisement ;  or,  a  message  that  tells  him  that  the  information  con- 
tained in  the  advertisement  is  new,  unusual,  or  linked  with  the  news 
of  the  day,  or  with  things  of  general  interest  to  him.  Similarly,  the 
prospect  will  be  interested  in  the  opening  paragraph  of  your  business 
letter  only  in  case  that  paragraph  promises  him  a  benefit  or  gain,  only 
in  case  it  makes  a  strong  appeal  to  his  curiosity,  or  contains  informa- 
tion, of  the  sort  that  is  certain  to  be  of  general  interest  to  him. 

Consider  now : 

(3)  Desire         J  Description  and 

(4)  Belief          |  Explanation 

Attention  won  and  interest  compelled,  the  next  step  is  to  create  a 
desire  to  possess  the  product  you  have  for  sale.  Description  and  Ex- 
planation accomplishes  this  by  "telling  about"1  the  product  in  such  a 
way  as  to  enable  the  prospect  to  see  the  application  of  its  uses  to  his 
interests.  A  desire  for  a  product  always  is  associated  in  one's  mind 
with  the  possession  of  the  product,  and  with  its  employment  to  one 's  own 
ends. 

Once  having  caused  the  prospect  to  desire  to  possess  the  product, 
you  must  next  awaken  in  his  mind  a  feeling  of  belief.  Earnestness,  sin- 
cerity, and  truthfulness  on  the  part  of  the  man  who  writes  the  selling 
appeal  will  result,  on  the  part  of  the  prospect,  in  a  belief  in  the  product 
and  in  the  firm  that  manufactures  it.  In  telling  about  your  product, 
avoid  therefore  the  slightest  semblance  of  exaggerated  claims;  let  your 
selling  appeal  reflect  a  genuine  desire  to  serve  the  best  interests  of  the 
prospect. 

i  For  a  discussion  of  the  employment  of  Description  and  Explanation  in  telling 
about  your  type  of  product,  and  in  telling  about  your  central  selling  point,  see 
Chapter  X,  page  131. 


DESCRIPTION  AND  EXPLANATION  121 

Obviously,  in  employing  Description  and  Explanation,  that  is,  in 
telling  about  your  product,  you  can  not  tell  all  about  it-  If  you  were  to 
tell  everything  there  is  to  tell  about  a  product  so  relatively  simple  as  a 
match,  you  would  write  a  volume.  You  could  begin  by  giving  a  de- 
scription of  the  physical  appearance  of  the  match;  you  would  then  be 
employing  Direct  Description.  You  could  then  go  on  to  tell  of  all  the 
various  factors  that  go  into  the  making  of  the  match,  starting  with  the 
tree  in  the  forest,  the  cutting  of  it  down,  the  sawing  of  it  up,  the  get- 
ting of  the  wood  to  the  factory;  you  could  then  tell  of  the  factory 
methods,  of  the  factory  workers  themselves,  and  of  the  innumerable 
operations  that  enter  into  production.  Description  of  this  sort  we  call 
Description  By  Make-Up.  You  could  then  go  on  to  tell  of  the  uses  to 
which  a  match  is  put ;  for  lighting  of  fires,  nightly,  in  a  myriad  of  hom.es, 
of  candles  on  a  thousand  altars,  of  gas  jets  by  housewives  preparing  the 
evening  meal,  of  the  after-dinner  cigar  by  the  man  of  the  house,  and 
so  on  indefinitely.  This  sort  of  description  telling  of  the  service  ren- 
dered by  the  product,  that  is,  telling  of  the  uses  to  which  it  may  be  put, 
we  call  Description  By  Use. 

We  have,  then,  three  general  types  of  Description  and  Explanation : 

(1)  Direct. 

(2)  ByMake-Up. 

(3)  By  Use. 

In  employing  Description  and  Explanation  in  the  selling  appeal, 
we  must  necessarily  limit  ourselves  to  those  few  definite  details  concern- 
ing the  physical  appearance,  the  make-up,  and  the  use,  of  the  product, 
that  are  most  certain  to  influence  the  prospect  in  reaching  his  buying 
decision.  In  the  catalogue,  pamphlet,  or  circular  supplementing  the 
selling  appeal  as  set  forth  in  the  advertisement  or  letter,  we  may  tell 
more  in  detail  about  the  product.  But  even  here  the  details  we  give 
must  be  carefully  selected. 

Consider  now: 

(5)   Conviction.     |  Proof. 

The  prospect's  belief  that  your  product  will  meet  his  needs,  or  gratify 
his  desires,  may  be  developed  into  conviction  by  Proof;  in  other  words, 
his  belief  may,  by  this  means,  be  developed  into  a  feeling  of  certainty. 
There  are  two  kinds  of  Proof :  Direct  and  Indirect. 


122  THE  STEPS  OF  THE  SELLING  APPEAL 

Direct  Proof  *  consists  of  definite,  concrete  evidence  that  your  prod- 
uct, when  put  to. the  test  of  performance,  has  "made  good."  Direct 
Proof  may  be  in  the  form  of  an  official  record  of  an  endurance  test 
through  which  your  product  has  passed  successfully;  or  it  may  consist 
of  statements  of  satisfied  owners. 

Indirect  Proof  consists  in  any  evidence  of  your  willingness  to  allow 
the  prospect  himself  to  put  the  product  to  the  test  of  performance,  thus 
enabling  him  to  judge  whether  or  not  the  product  "makes  good."  An 
offer  of  demonstration  is  a  form  of  Indirect  Proof,  since  it  enables  the 
prospect  to  test  your  product  by  performance  before  definitely  com- 
mitting himself  to  its  purchase.  When  you  send  the  prospect  a  sample 
of  your  product,  you  are  offering  him  Indirect  Proof,  since  the  sample 
gives  him  an  opportunity  of  himself  putting  the  product  to  the  test  of 
performance. 

Consider  now: 
(6)   Action: 

(a)  Persuasion. 

(b)  Inducement. 

(c)  Clincher. 

The  prospect  is  now  convinced  that  it  is  to  his  interest  to  purchase 
the  product.  It  but  remains  for  you  to  cause  him  to  act  at  once  upon 
the  basis  of  this  conviction,  not  permitting  him,  through  procrastination, 
to  put  off  his  purchase. 

The  three  remaining  elements  of  the  selling  appeal — Persuasion,  In- 
ducement, and  Clincher — all  are  aimed  at  causing  the  prospect  to  act  at 
once  upon  his  conviction  that  the  product  will  meet  his  needs,  or  upon 
his  conviction  .that  the  product  will  gratify  his  emotional  desires. 

(6)  Action. 

(a)  Persuasion. 

Proof  convinces  the  prospect  that  your  product  has  "made  good" 
for  other  users.  Persuasion  convinces  the  prospect  that  the  product  will 
make  good  for  him.  In  effecting  this  you  must  match  the  product  as 
definitely  as  possible  with  his  needs  or  with  his  emotional  desires.  Thus 

iFor  a  discussion  of  the  employment  of  Proof  in  connection  with  your  type  of 
product,  and  in  connection  with  your  central  selling  point,  see  Chapter  X,  page  131. 


PERSUASION;  INDUCEMENT;  CLINCHER  123 

it  will  be  seen  that  Persuasion  is  nothing  more  nor  less  than  the  "you" 
attitude  that  dominates  the  entire  selling  appeal.  Sometimes,  however, 
a  short  paragraph  of  Persuasion,  aimed  at  vividly  summing  up  for  the 
prospect  the  immediate  benefit  to  him  that  will  result  from  purchase, 
is  placed  near  the  end  of  the  selling  appeal. 

(6)  Action. 

(b)  Inducement. 

Any  concession  in  price  or  terms,  any  offer  of  service  or  any  offer 
of  assistance  to  the  prospect,  may  be  looked  upon  as  an  Inducement, 
since  it  marks  a  departure  from  the  routine  of  ordinary  business  trans- 
actions, it  being  on  your  part  a  special  effort  to  get  the  prospect  to  buy. 
The  Inducements  most  familiar  to  us  are :  special  reduction  of  price  for 
a  limited  period;  installment  payments;  premiums;  free  repair  service 
for  a  specified  period  after  purchase. 

(6)  Action 

(c)  The  Clincher. 

The  Clincher,  or  climax,  of  the  selling  appeal  contains  three  ele- 
ments. These  are : 

(1)  "Make  it  easy  for  the  prospect  to  order."  x 

(2)  Employ  a  psychological  urge  to  "do  it  now."1 

(3)  Sum  up  persuasively  the  central  selling  appeal. 

In  "making  it  easy  for  the  prospect  to  order,"  remove  insofar  as 
possible  all  obstacles  which  make  buying  an  effort.  Inclose  an  order 
blank  or  appointment  blank  which  easily  may  be  filled  out ;  or  inclose  a 
stamped,  addressed  envelope.  Or,  give  him  the  telephone  number  of 
your  local  agent  or  representative,  so  that  it  will  require  a  minimum  of 
effort  for  him  to  ask  for  a  demonstration  or  for  him  to  place  an  order. 

The  psychological  urge  to  "do  it  now"  is  as  a  rule  put  in  the  im- 
perative form,  the  form  of  command,  since  the  prospect's  tendency  is 
to  obey  a  direct  command.  "Do  it  NOW ! "  " Sign  the  enclosed  coupon 
today ! "  "  Act  at  once ! ' '  are  the  expressions  that,  in  the  past,  have  been 
in  general  use.  But  these  old  expressions  are  fast  wearing  out  and  it 
behooves  the  correspondent  of  today  to  coin  other  expressions,  carrying 

i  Compare  Chapter  V,  page  72. 


124  THE  STEPS  OF  THE  SELLING  APPEAL 

the  same  import  but  echoing  not  so  familiarly  in  the  ear  of  the  prospect. 
In  bringing  in  this  element  of  the  Clincher,  proper  care  must  be  exer- 
cised to  avoid  the  appearance  of  a  too  positive  and  dictatorial  attitude. 
The  third  and  most  important  element  of  the  Clincher  is  the  vigor- 
ous, brief  summing  up  of  the  central  selling  appeal  with  a  view  to  "driv- 
ing home"  its  application  to  the  prospect.  At  the  end  of  the  selling  ap- 
peal, it  is  often  possible  to  sum  up  so  vigorously  the  argument  that  has 
gone  before  that  the  final  impression  of  opportunity  for  gain  left  in  the 
prospect's  mind  is  a  forceful  stimulus  to  immediate  action. 


CHAPTER  X 

THE  REASON   WHY   APPEAL 
OUTLINE 

The  four  steps  of  Deliberation,  in  their  relation  to  the  six  elements  of  the 
selling  appeal. 


CHAPTER  X 

THE   REASON    WHY    APPEAL 

A  CAREFUL  reading  of  Chapter  VII  on  Deliberation  will  enable 
±~\  the  writer  of  the  selling  appeal  to  determine  just  what  line  of 
argument  he  is  going  to  stress  in  mapping  out  the  Reason  Why  appeal. 
After  applying  the  principles  set  forth  in  Chapter  VII,  he  will  know 
just  how  much  stress  he  is  to  place  upon  each  one  of  the  four  steps  of 
Deliberation,  and,  indeed,  whether  he  may  not  omit  altogether  one  or 
more  of  the  steps.  These  steps,  to  recapitulate,  are: 

(I)  Educating  the  prospect  to  accept  the  use  of  your  type  of 

product. 

(II)  Causing  the  prospect,  now  that  he  has  accepted  the  use  of 
your  type  of  product,  to  accept  your  central  selling  point 
as  his  standard  of  comparison  in  judging  between  products 
of  this  type. 

(III)  Causing  the  prospect,  now  that  he  has  accepted  your  central 
selling  point  as  his  standard  of  comparison,  to  agree  that, 
judged  in  accordance  with  this  standard,  your  product 
is  superior. 

(IV)  Causing  the  prospect  to  act  upon  the  basis  of  his  buying 
decision  formed  by  the  previous  steps. 

Having  determined  which  of  these  four  steps  are  to  be  emphasized, 
and  which  are  to  be  dealt  with  briefly,  or  disregarded  entirely,  the  ad- 
vertiser, or  the  business  correspondent,  is  now  ready  to  plan  the  Reason 
Why  appeal  step  by  step  in  accordance  with  the  elements  of  the  selling 
appeal  which  were  outlined  in  the  last  chapter.  These  elements  are : 

r  Attention 
I.  The  Beginning JT 

[Interest 

,  ^  fDesire 

II.  Description  and  Explanation .{ _    .  . 

127 


128  THE  REASON  WHY  APPEAL 

III.  Proof  Conviction 

IV.  Persuasion  1 

Inducement  L Action 

Clincher 

T    ml     -p,     .      .  rAttention 

I.  The  Beginning     J  T  x 

|  Interest 

In  the  Beginning  of  the  Reason  Why  appeal,  the  aim  is  to  win  the 
prospect's  attention  and  compel  his  interest,  by  causing  him  immediately 
to  recognize  the  existence  of  a  need.  The  various  methods,  ineffective 
and  effective,  of  beginning  the  Reason  Why  appeal,  may  be  illustrated 
as  follows : 

I.  Ineffective 

(a)  Product  emphasized:     "My  make  of  farm  tractor  is 
the  best  on  the  market." 

(b)  Concern  emphasized:     "My   concern   makes   the  best 
farm  tractors  made. ' ' 

II.  Effective. 

Needs  and  interests  of  prospect  emphasized:  "You  can  do 
twice  as  much  work  on  the  farm,  at  less  cost,  if  you  em- 
ploy farm  tractors  rather  than  horses." 

It  is  to  be  noted,  in  the  above  effective  Beginning,  that  Education, 
the  first  step  in  the  Deliberative  Process,  is  taken  up.  The  advertiser 
deems  it  necessary  to  take  up  this  first  step  because  he  feels  that  the 
prospect  has  not  as  yet  accepted  the  superiority  of  tractors  as  a  type  of 
motive  power,  over  horses  as  a  type  of  motive  power. 

Did  the  advertiser  feel,  on  the  other  hand,  that  the  prospect  already 
had  been  educated  in  the  use  of  tractors  as  a  type  of  motive  power,  he 
would  eliminate  this  first  step  and  he  would  take  up,  in  the  Beginning, 
the  second  step  in  the  Deliberative  Process :  Causing  the  prospect  to  ac- 
cept the  central  selling  point  as  his  standard  of  comparison.  This  step 
can  be  developed  as  follows: 

"You  can  do  more  work  on  your  farm,  at  less  cost,  if  you  em- 
ploy that  farm  tractor  which  has  superior  endurance." 

Again,  did  the  advertiser  feel  that  the  prospect  already  had  accepted 


THE  BEGINNING  OF  THE  APPEAL  129 

endurance  as  a  standard  of  comparison  in  judging  between  different 
makes  of  tractors,  he  would  eliminate  the  first  step,  as  well  as  the  second 
step,  and  he  would  take  up,  in  the  Beginning,  the  third  step  of  the  De- 
liberative Process:  Causing  the  prospect  to  agree  that,  judged  in  ac- 
cordance with  the  standard  of  endurance,  the  advertiser's  make  of  tractor 
is  superior.  This  step  can  be  developed  as  follows : 

"You  can  do  more  work  on  your  farm,  at  less  cost,  if  you  em- 
ploy my  make  of  tractor.  Because  of  its  patented  engine,  it  has 
superior  endurance." 

And,  finally,  did  the  advertiser  feel  that  the  prospect  already  had 
agreed  that  the  advertised  make  of  tractor  is  superior  in  endurance  to 
competing  makes  of  tractors,  he  would  eliminate  this  tnird  step;  as  well 
as  the  first  and  second  steps,  and  would  take  up,  in  the  Beginning,  the 
fourth  step  of  the  Deliberative  Process:  Causing  the  prospect  to  act 
at  once  upon  the  basis  of  a  buying  decision  already  formed.  This  step 
can  be  developed  as  follows : 

"You  realize  that  you  can  do  more  work  on  your  farm,  at  less 
cost,  if  you  buy  my  make  of  tractor.  But  the  opportunity  to 
make  more  money  by  harvesting  a  larger  and  better  crop,  will 
be  lost  to  you  unless  you  act  at  once.  The  time  when  you  will 
need  a  tractor,  is  at  hand;  our  supply  of  tractors  is  limited." 

It  is  thus  clear  that  any  one  of  the  four  steps  of  the  Deliberative 
Process  can  be  taken  up  in  the  Beginning  of  the  selling  appeal.  It  like- 
wise is  clear  that,  no  matter  which  of  the  four  steps  you  deem  it  is  wise  to 
take  up,  you  should  emphasize  the  needs  and  interests  of  the  prospect. 

The  more  personal  and  direct  the  Beginning,  the  more  closely  linked 
with  the  daily  needs,  and  with  daily  experiences  of  the  individual  pros- 
pect or  group  of  prospects,  the  more  certain  is  it  to  be  effective.  Con- 
trast, in  this  regard,  the  following  two  Beginnings,  each  of  which  empha- 
sizes Education : 

(I)   Dear  Sir: 

Farmers  all  over  the  United  States  are  face  to  face  today  with 
the  problem  of  keeping  hired  help  on  the  farm.  Wages  of  farm 
workers,  already  double  what  they  used  to  be,  are  going  up 


130  THE  REASON  WHY  APPEAL 

steadily.  And  it  's  mighty  hard  to  get  workers  during  the  busy 
season  at  any  price. 

The  man  who  is  helping  with  your  farm  work  might  quit  to- 
morrow. That  's  something  to  worry  about,  is  n  't  it  ? 

But  you  would  n 't  have  to  worry  if  you  had  a  gasoline  motor 
on  the  job  to  do  your  heavy  work.  Gasoline  motors  don't  go  on 
a  strike.  Day  in  and  day  out,  they  more  than  take  the  place  of 
hired  men. 

(II)   Dear  Sir: 

What  would  you  do  if  your  hired  man  quit  tomorrow  ? 

That  's  something  to  worry  about,  is  n 't  it  ? 

.  But  you  would  n 't  have  to  worry  if  you  had  a  gasoline  motor 
on  the  job  to  do  the  heavy  work.  Day  in  and  day  out,  gasoline 
motors  more  than  take  the  place  of  hired  men.  They  never  go 
on  a  strike,  and  the  wages  you  pay  them  in  operation  and  mainte- 
nance costs  are  mighty  low. 

That  's  a  big  item  these  days,  when  you,  and  thousands  of  other 
farmers  all  over  the  United  States,  are  face  to  face  with  the  prob- 
lem of  keeping  hired  help  on  the  farm.  The  wage  of  farm  work- 
ers, already  double  what  it  used  to  be,  is  going  up  steadily,  isn't 
it  ?  And  it  's  mighty  hard  to  get  workers  during  the  busy  season 
at  any  price. 

The  second  Beginning  is  more  effective  than  the  first,  because  it 
gives  definite,  vivid  impression  to  a  problem  undoubtedly  in  the  pros- 
pect's mind.  There  is  a  definiteness — a  concreteness — to  that  incisive 
1  'What  would  you  do  if  your  hired  man  quit  tomorrow?"  that  brings 
up  in  the  prospect's  mind  a  definite,  vivid  picture  of  a  need  linked  in- 
timately with  his  daily  life.  It  therefore  grips  his  interest  much  more 
surely  than  the  more  general  proposition,  "Farmers  all  over  the  United 
States  are  face  to  face  today  with  the  problem  of  keeping  hired  help 
on  the  farm."  The  prospect  faces  this  problem,  to  be  sure,  but  it  is  not 
presented  from  his  individual  viewpoint ;  it  is  not  linked  closely  with 
his  daily  life. 

It  is  not  always  possible  to  make  the  Beginning  of  an  advertisement 
as  personal  as  is  the  Beginning  of  the  second  letter  quoted  above,  since 
in  the  former  the  selling  appeal  is  aimed  at  a  large  number  of  prospects 


DESCRIPTION  AND  EXPLANATION  131 

whose  daily  needs  and  interests  while  similar  are  not  likely  identical. 
However,  its  Beginning  should  be  as  personal  and  direct  as  is  compatible 
with  the  dissimilar  individual  needs  and  interests  of  those  to  whom  the 
selling  appeal  is  directed. 

C  Desire 
II.  Description  and  Explanation         j         .  „ 

III.  Proof  Conviction 

In  developing  each  of  the  first  three  steps  of  the  Deliberative  Process, 
Description  and  Explanation,  and  Proof,  are  employed  as  follows : 

In  developing  Step  I,  you  employ  Description  and  Explanation  when 
you  tell  of  the  work  a  tractor  can  accomplish  compared  with  the  work 
horses  can  accomplish  (Description  by  Use)  ;  and  you  employ  Proof  when 
you  cite  the  experience  of  a  farmer  who  has  been  able  to  accomplish  more 
more  work,  at  less  cost,  by  substituting  tractor  power  for  horse  power. 

In  developing  Step  II,  you  employ  Description  and  Explanation 
when  you  tell  of  the  work  any  tractor  which  is  superior  in  endurance 
can  accomplish  (Description  by  Use)  ;  and  you  employ  Proof  when  you 
cite  the  experience  of  a  farmer  who  has  been  able  to  accomplish  more 
work,  at  less  cost,  by  employing  a  tractor  which  is  superior  in  endurance. 

In  developing  Step  III,  you  employ  Description  and  Explanation  when 
you  tell  of  the  work  which  your  particular  nxake  of  tractor,  because 
of  its  superior  endurance,  can  accomplish  (Description  by  Use)  ;  and  you 
employ  Proof  when  you  cite  the  experience  of  a  farmer  who  has  been 
able  to  accomplish  more  work,  at  less  cost,  by  employing  your  make  of 
tractor. 

Thus  in  the  first  three  steps  of  the  Deliberative  Process,  Description 
and  Explanation,  and  Proof,  concern  themselves  with : 

The  tractor  as  a  type:     Step  I. 

Tractors  as  their  usefulness  is  affected  by  the  quality  of  en- 
durance:    Step  II. 

Your  particular  make  of  tractor:     Step  III. 

In  this  chapter,  we  shall  deal  with  the  principles  underlying  the 
use  of  Description  and  Explanation,  and  Proof,  as  these  principles  are 
applied  in  Step  III,  since,  in  this  third  step,  these  two  elements  of  the 
selling  appeal  concern  themselves  with  the  important  task  of  acquainting 


132  THE  REASON  WHY  APPEAL 

the  prospect  with  the  merits  of  our  particular  make  of  tractor.  Once  the 
application  of  these  principles  in  Step  III  is  clearly  understood,  their 
application  in  Steps  I  and  II  can  readily  be  deduced. 

In  Step  III,  in  employing  Description  and  Explanation,  you  "tell 
about"  the  features  which  distinguish  your  make  of  tractor  (physical 
appearance,  construction,  uses)  in  such  a  way  that  the  prospect  will  be 
led  to  believe  in  its  superior  endurance.  This  element  in  the  written 
appeal  takes  the  place  of  the  salesman's  demonstration. 

In  employing  Proof,  you  advance  concrete  evidence  of  the  superiority 
of  your  tractor,  in  such  a  way  that  the  prospect's  belief  in  its  superior 
endurance  will  develop  into  conviction. 

(II)  Description  and  Explanation. 

Direct  Description,  that  is,  a  description  of  the  physical  appearance 
of  the  product,  rarely  is  employed  in  selling  a  product  that  meets  a 
need.  Obviously  the  prospect  is  more  interested  in  the  construction  of 
the  product,  or  in  its  uses,  than  he  is  in  "what  it  looks  like."  If  the 
product  will  render  him  the  sort  of  efficient  and  economical  service  you 
lead  him  to  expect,  he  will  not  particularly  care  whether  or  not  the 
product  itself  is  attractive  in  appearance.  Description  By  Make-Up  and 
Description  By  Use  are  therefore  ordinarily  emphasized  in  the  Reason 
Why  appeal. 

Every  product  that  is  placed  upon  the  market  should  be  associated 
in  the  mind  of  the  buying  public  with  a  single  distinguishing  feature 
that  sets  it  apart  from  its  competitors.  That  is,  every  manufacturer 
should  have  a  potential  monopoly.  This  distinguishing  feature  may 
have  to  do  with  any  one  of  the  numerous  factors  that  go  into  the  manu- 
facture or  "make-up,"  of  the  finished  product;  such  as  the  sort  of  ma- 
terials used,  the  care  exercised  in  factory  inspection,  or  the  care  taken 
in  the  training  of  workmen,  or  with  the  special  processes  of  manufac- 
ture, or  with  the  long  established  business  reputation  of  the  concern. 
It  may  have  to  do  with  some  special  service  the  product  will  render 
that  other  products  of  the  same  type  are  not  capable  of  rendering,  or, 
at  least,  not  so  efficiently.  In  any  case  it  will  serve  to  give  the  product 
individuality  in  the  mind  of  the  prospect;  it  will  serve  to  furnish  him 
with  a  concrete  Reason  Why  he  should  buy  your  product,  rather  than 
a  competing  product. 


DESCRIPTION  AND  EXPLANATION  133 

Consider  the  distinguishing  features,  established  in  the  public 
mind  by  means  of  description  and  explanation,  that  identify  the  follow- 
ing products  with  their  related  central  selling  points: 

Timken  Roller  Bearings. 
Central  Selling  Point :  endurance. 
Distinguishing  feature:  tapered  shape  of  bearing. 

Miller  Tires. 

Central  Selling  Point :  uniform  endurance. 

Distinguishing  feature:  method  of  training  workmen. 

South  Bend  Watch. 
Central  Selling  Point:  accuracy. 

Distinguishing  feature:  method  of  testing  watch  for  accuracy, 
in  the  four  positions  in  which  it  is  carried  or  placed  by  the  owner. 

Billings  and  Spencer  Company. 

Central  Selling  Point:  reliability,  "Rely  on  me." 

Distinguishing  feature :  perfected  methods  of  manufacture,  due 

to  the  fact  that  this  is  the  oldest  established  firm  of  its  kind  in 

America. 

Stafford's  Ink. 

Central  Selling  Point :  ease  of  operation. 

Distinguishing  feature:  since  this  ink  absorbs  moisture  from 
the  air,  it  will  not  become  "gummy." 

The  above  examples  suffice  to  emphasize  the  importance  in  advertise- 
ments and  sales  letters  of  Description  and  Explanation.  This  element 
alone  gives  to  your  product  individuality,  distinctiveness.  It  alone  sets 
your  product  apart,  in  the  eyes  of  the  prospect,  from  other  products 
of  the  same  or  of  a  similar  type,  and  thus  gives  him  when  ordering  a 
logical  reason  for  specifying  your  brand.  A  good  way  of  testing  the 
effectiveness  of  Description  and  Explanation  is  this:  erase  the  name  of 
your  concern  from  your  advertisement  or  letter,  and  substitute  the  name 
of  another  concern  in  the  same  line  of  business.  If  the  selling  appeal, 
with  the  competitor's  name  substituted,  is  equally  effective,  your  descrip- 
tion and  explanation  has  failed  to  serve  its  purpose.  It  has  consisted 
simply  in  a  blanket  and  general  claim  that  any  manufacturer  can  make 
for  his  product,  rather  than  in  a  definite  and  specific  claim  that  brings 


134  THE  REASON  WHY  APPEAL 

out  some  distinctive  feature  characteristic  of  your  particular  make  of 
product. 

In  making  the  appeal  that  matches  a  need,  the  distinctive  feature  of 
your  product  then  must  be  one  that  will  clearly  show  the  product's 
superiority  over  competing  products.  This  does  not  mean  that,  in  de- 
veloping your  Reason  Why  appeal,  you  must  emphasize  the  weak  points 
about  competing  trucks,  for  example,  as  well  as  the  strong  points 
about  your  make  of  truck.  Such  a  step  is  seldom  the  part  of  wisdom. 
Your  task  is  to  concentrate  the  prospect 's  attention  upon  your  product ; 
and  to  accomplish  this  it  is  as  a  rule  necessary  to  avoid  bringing  in  com- 
peting ideas.  At  the  same  time  -you  must  realize  that,  since  the  product 
meets  a  need,  the  prospect  will  weigh  arguments  you  advance  on  behalf 
of  your  product  with  arguments  he  has  heard  in  favor  of  products  manu- 
factured by  competitors.  Your  best  plan  is  to  emphasize  the  merit  of 
your  product  that  will  most  readily  show  its  superiority  over  com- 
peting products;  then,  when  the  prospect  makes  the  comparison  that 
he  is  certain  to  make,  the  result  will  be  favorable  to  your  product. 

Note  that  the  distinguishing  features  of  the  Timken  Roller  Bear- 
ing, Miller  Tires,  and  other  serviceable  products,  are  of  the  sort  that 
make  an  appeal  to  the  intellect,  that  is,  to  the  reasoning  mind,  rather 
than  to  the  emotions.  The  tapered  shape  of  a  bearing  arouses  little  or 
no  emotion ;  it  does,  however,  appeal  readily  to  the  intellect  as  a  feature 
of  interest  and  importance;  it  starts  the  prospect  to  weighing,  in  his 
reasoning  mind,  this  feature  of  superiority  with  other  features  he  has 
heard  brought  forward  by  other  makers  of  bearings.  The  method  of 
training  workmen,  employed  as  a  distinguishing  feature  by  the  company 
manufacturing  Miller  Tires,  makes  a  similar  intellectual  appeal.  These 
are  the  sort  of  downright,  practical  features  employed  in  the  Reason 
Why  appeal. 

The  following  are  examples  of  Description  and  Explanation  setting 
forth,  in  the  Reason  Why  appeal,  a  distinctive  feature  of  the  product : 
Product:  Kelly  Caterpillar  Truck  Tires. 
Central  Selling  Point:     Superior  Traction. 
Distinguishing  Feature : 

"Kelly  Caterpillar  Truck  Tires  operate  in  exactly  the  same 
manner  as  an  elephant's  foot.  The  system  of  side  air  pockets 
forms  a  irumber  of  massive  segments,  each  of  which  spreads  as  it 


DESCRIPTION  AND  EXPLANATION  135 

comes  under  load  compression,  gripping  the  ground,  preventing 
skidding  and  slipping,  and  making  the  truck  as  sure-footed  as  an 
elephant. 

"This  system  of  air  pockets  is  patented.  No  other  tire  manu- 
facturer can  use  it. ' ' 

Product :  Duracord, 

Central  Selling  Point :  Endurance. 

Distinguishing  Feature: 

"Duracord  is  different.  It  has  a  covering  of  thick,  heavy 
strands  woven  like  fire  hose.  It  can  be  battered  and  pounded  and 
abused  and  stand  up  as  no  other  cord  will. 

(Illustration)  "Here  is  the  ordinary  braided  cord  cable  cover- 
ing. Note  the  open  and  porous  covering,  easily  cut,  stretched  or 
unravelled.  Compare  it  with  Duracord. 

(Second  Illustration)  "Here  is  Duracord — thick  heavy 
strands  woven  like  a  piece  of  fire  hose,  not  braided.  Picture  shows 
outside  covering  only,  with  impregnating  compound  removed." 

(Ill)   Proof. 

Proof,  as  it  is  employed  in  Step  III,  may  consist  of  any  statement 
that  shows  your  product  has  stood  the  actual  test  of  performance,  or 
any  statement  that  shows  your  willingness  to  let  the  prospect  judge 
of  its  superior  merit  by  himself  putting  it  to  the  test  of  performance. 
Since  Proof  thus  consists  of  evidence  of  your  product's  superiority  that 
admits  of  no  dispute,  it  is  one  of  the  most  important  elements  of  the 
Reason  Why  appeal.  Every  such  selling  appeal  should  have  in  it  the 
element  of  Proof. 

Proof  may  consist  of  a  sentence  or  two  giving  the  experience  of  a 
satisfied  user  of  your  product,  as : 

Wanamakers  gave  our  office  filing  system  a  trial  six  months 
ago,  to  see  whether  or  not  it  would  actually  effect  a  saving  in 
time.  They  have  just  notified  us  that  they  are  going  to  install 
the  system  in  all  their  offices. 

In  the  above  letter,  the  central  selling  point  is  "time  saving";  the 
purpose  of  the  Proof  employed  is  to  convince  the  prospect  that  this  par- 
ticular make  of  filing  cabinet  will  save  him  more  time  than  any  other 
make.  It  will  thus  be  seen  that  Proof,  like  Description  and  Explana- 


136  THE  REASON  WHY  APPEAL 

tion,  is  linked  closely  with  the  central  selling  point,  the  purpose  of  both 
of  these  elements  being  to  show  the  prospect  the  application  of  the 
central  selling  point  to  the  product, 

Here  is  another  example  of  Proof  which  consists  of  a  recital  of  the 
experience  of  a  satisfied  user: 

It  is  usual  to  think  of  Italy  when  we  think  of  the  best  maca- 
roni. When  we  started  to  make  LUXURY  macaroni  and  spa- 
ghetti, we  had  this  in  mind.  The  inclosed  letter  from  the  cap- 
tain of  an  Italian  steamship  gives  us  an  idea  of  how  closely  we 
follow  our  ideal.  The  letter  was  written  some  time  ago.  The 
captain  was  in  last  week  to  order  a  supply  for  his  next  voyage. 

Many  advertisements  and  sales  letters  are  built  almost  solely  around 
Proof.  This  practice  may  be  safely  followed  only  when  the  prospect 
already  has  (1)  been  educated  to  the  use  of  the  type  of  your  product, 
and  when  he  has  (2)  accepted  your  central  selling  point  as  his  standard 
of  comparison,  and  when  he  has  (3)  accepted  the  application  of  the  cen- 
tral selling  point  to  your  product,  and  thus  has  a  clear  understanding  of 
the  distinguishing  feature  which  sets  apart  your  product  from  other 
products.  Therefore,  advertisements  or  letters  devoted  solely  to  Proof 
come  after  the  advertising  campaign  has  been  under  way  for  some  time. 
The  following  is  an  advertisement  of  this  type : 

THE  VERDICT  OF  MILLIONS  OP  TIRE  MILES 

"We  kept  cost  records  of  standard  makes  of  truck  tires 
and  as  a  result  adopted  Goodyear  Solid  Tires  for  all  our  12 
trucks.  Our  experience  with  them  dates  from  1915,  and  has 
been  decidedly  gratifying,  mileages  always  averaging  at  least 
15,000  and  running  up  to  33,000."  .  .  .  Burton  Phinney, 
Purchasing  Agent,  City  Fuel  Co.,  Boston. 

The  first  Goodyear  Solid  Tire  ever  used  by  the  City  Fuel  Com- 
pany of  Boston  ran  29,000  miles. 

This  was  by  no  means  an  extraordinary  Goodyear  mileage  but  it 
was  an  unusual  mileage  for  the  City  Fuel  Company. 

It  was  their  introduction  to  the  stamina  of  the  Goodyear  Solid 
Tire  after  experience  with  practically  all  other  well-known  makes. 
So  more  of  the  tenacious  Goodyear  Solid  Tires  immediately 
were  put  to  the  test  of  the  concern's  severe  hauling  duty. 


PROOF  137 

Officials  checked  the  records  as  these  tires  labored  month  after 
month  out  of  the  littered  coal  yards  and  over  many  rough  pave- 
ments with  dead-weight  tonnages. 

In  due  time  it  was  observed  that,  while  the  greatest  individual 
mileage  obtained  from  another  make  had  been  12,000,  all  the 
Goodyear  mileages  averaged  25  per  cent  higher. 

Indeed,  it  was  observed  and  recorded  that  all  the  Goodyear  Solid 
Tires  on  the  trucks  carrying  the  heaviest  burdens  averaged  above 
20,000  miles. 

Subjected  to  conditions  such  as  most  quickly  grind  the  miles 
out  of  tough  rubber  compounds,  these  tires  had  demonstrated 
the  superiority  of  their  treads. 

Punished  constantly  by  strains  such  as  sometimes  wrench  solid 
tires  loose  from  steel  bases,  these  had  proved  the  massive  strength 
of  their  whole  construction. 

Now,  the  major  result  of  the  City  Fuel  Company's  experience, 
totalling  millions  of  tire  miles,  is  noted  in  the  fact  that  every 
wheel  of  every  truck  is  Goody  ear-shod. 

In  indicating  another  factor  in  this  result,  the  company  points 
to  important  attention  received  from  a  local  Goodyear  Truck  Tire 
Service  Station,  one  of  hundreds  serving  truck  owners  everywhere 
throughout  the  country. 

(IV)    (A)  Persuasion. 

(B)  Inducement.  [-Action 

(C)  Clincher. 

Persuasion.  Inducement,  and  Clincher,  do  not  concern  themselves  so 
much  with  causing  the  prospect  to  form  a  decision,  as  they  concern 
themselves  with  causing  him  to  act  upon  a  decision  already  formed,  or 
at  least,  already  partly  formed.  These  three  elements  therefore  are 
largely  devoted  to  developing  the  fourth  and  last  step  of  the  Delibera- 
tive Process :  Causing  the  prospect  to  act  upon  the  basis  of  a  buying 
decision  already  formed. 

(A)  Persiiasion. 

Your  aim  in  employing  Persuasion  is  to  cause  the  prospect  to  act  at 
once  upon  his  buying  decision,  by  impressing  upon  him  as  briefly  and 


138  THE  REASON  WHY  APPEAL 

as  directly  as  possible  the  immediate  benefit  to  him  from  the  purchase 
of  the  product. 

The  following  paragraph  of  Persuasion,  which  was  placed  near  the 
end  of  a  sales  letter,  applies  the  uses  of  the  product  directly  to  daily 
tasks  of  the  individual  prospect  : 

Think  a  minute — in  your  order  and  invoice  department,  where 
work  is  constant  and  where  the  biggest  economics  can  be  shown 
— in  all  the  varied  elements  of  your  business — how  frequently  the 
call  comes  for  a  number  of  copies  of  some  bulletin,  office  report, 
or  form. 

A  great  many  times  you  turn  down  the  proposition  because  of 
the  difficulty  in  getting  copies. 

If  you  had  DITTO,  with  its  accurate  simplicity,  with  its  speed 
and  economy,  you  would  go  ahead  without  hesitation. 

Persuasion,  in  the  Reason  Why  appeal,  also  may  consist  of  a  para- 
graph or  two  of  Short  Circuit  appeal,  aimed  at  arousing  the  emotions. 
The  letter  from  which  the  following  paragraph  is  taken  is  devoted  in 
large  part  to  the  Reason  Why  appeal,  the  central  selling  point  being 
"saving  in  money,"  and  the  product  being  one  that  meets  a  need.  This 
final  paragraph,  however,  consists  in  a  Short  Circuit  appeal  to  the  emo- 
tion of  fear : 

But  our  factory  equipment  not  only  saves  you  money.  It  en- 
ables you  to  sleep  nights,  and  to  spend  your  days  free  from  worry. 
You  know  that  men  who  are  working  with  you  are  safe  from  ac- 
cidental death.  You  know  that  the  time  will  never  come  when 
a  workman  from  the  factory  floor  will  rush  into  your  office  with 
the  dreaded  word:  "Brown  has  been  killed;  he  touched  the  un- 
protected switch ! ' ' 

(B)   Inducement. 

Any  offer  which  will  enable  the  reader  to  purchase  your  product 
under  especially  advantageous  terms,  or  any  offer  which  will  enable 
him,  after  he  has  purchased  it,  to  realize  from  its  use  added  advantages 
not  realized  by  the  purchaser  of  the  average  product,  may  be  classed  as 
an  Inducement. 

Here  is  a  "service"  Inducement  offered  in  the  final  paragraph  of  a 
sales  letter: 


PERSUASION;  INDUCEMENT;  CLINCHER  139 

When  you  send  in  your  orders,  be  sure  to  tell  me  if  you  must 
have  immediate  delivery,  for  your  need  always  brings  special 
service.  I  can  smooth  out  the  wrinkles  caused  by  worry  over  de- 
layed shipments,  and  bring  a  smile  of  contentment  to  your  face. 

Here  is  a  " price"  Inducement  offered  in  the  final  two  paragraphs 
of  another  sales  letter : 

Normally,  when  an  argument  like  ours  is  advanced,  it  is  gen- 
erally in  the  way  of  an  explanation  of  an  increase  in  price.  You, 
therefore,  will  be  agreeably  surprised  at  the  price  we  are  selling 
LUXURY.  It  is  lower  than  the  prices  quoted  by  our  standard 
competitors. 

Mr.  Blackmail,  our  salesman,  will  be  in  Chicago.  He  will  have 
samples  of  LUXURY.  Once  you  see  them,  you  will  be  convinced 
that  our  story  of  quality  has  a  true  ring.  He  will  quote  you  a 
price  that  will  be  an  agreeable  surprise  to  you  in  these  days  of 
high  prices.  I  believe  his  visit  will  result  in  a  mutually  advan- 
tageous arrangement. 

(C)   Clincher,  or  Climax. 

(1)  Make  it  easy  for  the  prospect  to  order. 

(2)  Employ  a  psychological  urge  to  "do  it  now." 

(3)  Sum  up  persuasively  the  central  selling  appeal. 

(1)  Make  it  easy  for  the  prospect  to  order. 

The  following  example  illustrates  the  method  employed  in  making  it 
pv)ssible  for  the  prospect  to  order  with  as  little  '  *  bother ' '  as  possible. 

Indicate  the  items  you  want  by  checking  them  off  on  the  order 
blank.  I  've  had  the  girl  typewrite  in  your  name  and  address 
at  the  top,  so  you  won't  have  to  bother  to  do  that.  Just  initial 
the  blank  with  your  pen  or  pencil  and  return  it  to  us  in  the 
stamped,  addressed  envelope  provided. 

(2)  Employ  a  psychological  urge  to  "do  it  now." 
The  following  example  illustrates  this  principle: 

Indicate  on  the  order  blank  the  items  you  want;  then  put  the 
blank  in  the  inclosed  envelope.  That  's  all  you  have  to  do.  But 


HO  THE  REASON  WHY  APPEAL 

you  will  always  look  upon  it  as  a  mighty  good  day's  work.     If 
you  put  the  blank  aside,  you  may  forget  it.     Fill  it  out,  now. 

(3)   Sum  up  persuasively  the  central  selling  appeal. 
This  is  most  effectively  accomplished  if  the  summing  up  be  expressed 
in  a  short  sentence  or  two,  as  in  the  following  examples : 

Remember — while  your  typist  is  fumbling  with  the  carbon 
paper  for  six  or  eight  copies,  the  DITTO  operator  is  running 
off  the  entire  set.  (Central  Selling  Point:  "Ditto  saves  time.") 

Think  this  over — our  goods  don't  need  clerks  to  push  them 
across — they  pull  themselves.  (Central  Selling  Point:  ''The 
ready  demand  for  Council  Meats,  a  demand  created  by  adver- 
tising backed  by  quality,  means  profits  for  the  grocer.") 

The  three  elements  of  the  Clincher  are  most  often  combined  in  a 
single  brief  paragraph  at  the  end  of  the  letter,  as  in  the  following 
example : 

Sign  your  name  on  the  inclosed  postcard  and  start  it  on  its 
way  to  us — right  now.  The  sooner  you  place  your  order,  the 
sooner  will  profits  begin  to  come  in. 

These  various  elements  of  the  selling  appeal,  as  applied  in  this  chap- 
ter to  the  Reason  Why  appeal,  will  be  discussed  separately  and  in  detail 
in  following  chapters.  It  is  true  that  each  of  the  separate  elements  is 
not  always  present  in  definite,  concrete  form  in  every  Reason  Why 
advertisement,  or  in  every  Reason  Why  sales  letter.  Each  of  the  ele- 
ments, however,  must  play  its  part  in  the  selling  campaign  as  a  whole, 
for  to  cause  the  prospect  to  arrive  at  a  definite  and  logical  buying 
decision  the  campaign  as  a  whole  must  first  win  the  prospect's  attention, 
must  develop  his  attention  into  interest  by  awakening  in  him  a  recogni- 
tion of  a  need,  must  develop  his  interest  into  a  desire  to  possess  the 
product,  must  develop  his  desire  into  belief  in  the  product,  must  develop 
his  belief  into  conviction,  and  his  conviction  into  action.  In  planning 
the  Reason  Why  appeal,  the  wise  salesman  takes  into  consideration  these 
separate  stages  in  the  process  of  consummating  the  sale ;  weighs  one 
carefully  against  the  other;  decides  which  elements  are  to  be  given 
cardinal  emphasis,  which  elements  are  to  be  emphasized  but  little,  and, 
it  may  be,  which  elements,  emphasized  in  previous  selling  appeals,  may 
be  now  dispensed  with  altogether. 


CHAPTER  XI 

THE   SHORT    CIRCUIT   APPEAL 
OUTLINE 

I.  The  aim  of  the  Short  Circuit  Appeal  is: 

(A)  To  cause  the  prospect  to  be  aware  of  an  emotional  desire. 

(B)  To   cause  him  to   associate  this   desire  with  the  possession  of  your 
product. 

(C)  To  cause  him  instinctively  to  gratify  the  desire  by  purchasing  your 
product. 

(A)  To  cause  the  prospect  to  be  aware  of  an  emotional  desire: 

(1)   The  Beginning  of  the  selling  appeal. 

(B)  To  cause   him  to   associate  this  desire  with  the  possession   of  your 
product : 

(1)  Description  and  Explanation. 

(2)  Indirect  Proof. 

(C)  To  cause  him  instinctively  to  gratify  the  desire  by  purchasing  your 
product : 

(1)  Persuasion. 

(2)  Inducement. 

(3)  Clincher. 


CHAPTER  XI 

THE   SHORT    CIRCUIT   APPEAL 

RARELY,  in  employing  the  Short  Circuit  appeal,  is  it  advisable 
to  attempt  to  educate  the  prospect  in  the  use  of  your  type  of 
product.  Since  the  prospect's  emotional  desires  are  based  upon  mem- 
ories formed  by  his  past  experience,  he  will  have  no  desire  to  possess 
a  product  of  a  type  with  which  he  is  not  familiar.  Employ  then  the 
appeal  to  his  reasoning  mind  in  acquainting  him  with  the  nature  of  your 
type  of  product,  and  with  the  advantages  of  the  type ;  after  he  is  familiar 
with  the  type  of  product,  you  may  then  employ  the  Short  Circuit  appeal. 

The  aim  of  the  Short  Circuit  appeal  is  to  cause  the  prospect  to  be 
aware  of  an  emotional  desire ;  to  cause  him  to  associate  this  desire  with 
possession  of  your  product,  and,  finally,  to  cause  him  instinctively  to 
gratify  the  desire  by  purchasing  the  product. 

With  this  fact  in  mind,  consider  the  application  to  the  Short  Circuit 
appeal  of  the  various  elements  of  the  selling  appeal : 

C  Attention 
(1)   The  Beginning  j  Jnterest 

In  beginning  the  Short  Circuit  appeal  you  must  at  once  win  the 
prospect's  interest  by  causing  him  to  recognize  the  existence  of  an  emo- 
tional desire. 

This  beginning  of  an  advertisement  aimed  at  selling  Libby's  Apple 
Butter  awakens  in  the  very  first  sentence  an  emotional  desire  for  appe- 
tizing food: 

REMEMBER— WHEN  YOU  WERE  A  KID— HOW  GOOD 
MOTHER'S  APPLE  BUTTER  TASTED? 

Remember,  after  a  hard  day's  play — when  you  were  so  hungry 
you  could  n  't  wait  until  meal  time — how  mother  used  to  cut  off 
a  generous  slice  of  bread  and  cover  it  with  thick  apple  butter. 

The  following  beginning  of  a  sales  letter  aimed  at  selling  mattresses 

143 


144  THE  SHORT  CIRCUIT  APPEAL 

awakens  in  the  very  first  sentence  an  emotional  desire  for  comfort,  and 
for  relaxation : 

Remember  when  you  were  a  youngster  how  your  mother  used  to 
say,  "  As  soon  as  that  child's  head  touches  the  pillow  he  's  asleep"? 
Your  slumber  could  be  as  untroubled  as  that  now  if  you  slept  on 
a  Daly  Mattress. 

...  ,  -r,     ,  •   f  Desire 

(II)  Description  and  Explanation 


Belief 


In  emplo3ring  Description  and  Explanation  in  the  Short  Circuit  ap- 
peal, you  must  tell  about  your  product  in  such  a  way  as  to  cause  the 
prospect  to  attach  to  the  product  the  emotional  desire  which  you  have 
awakened.  In  your  Description  and  Explanation  you  may  identify  your 
product ;  that  is,  you  may  acquaint  the  prospect  with  that  distinguishing 
feature  that  sets  it  apart  from  competing  products  (as  you  did  in  the 
Reason  Why  appeal),  but  in  the  Short  Circuit  appeal,  the  distinguishing 
feature  must  be  of  the  sort  that  associates  itself  with  an  emotional  desire, 
and  not  with  a  gain  in  dollars  and  cents. 

Thus  the  Council  Meats  advertisements,  making  a  Short  Circuit  ap- 
peal aimed  at  arousing  an  emotional  desire  for  appetizing  food,  are 
planned  on  the  following  basis : 

Central  Selling  Point :  Appetizing  Qualities. 
Distinguishing  Feature:  " These  foods  are  packed  in  the  sun- 
light and  fresh  air  of  the  country." 

In  these  Council  Meats  advertisements,  illustrations  depicting  the 
pleasant,  sunlit  country  near  the  packing  plant,  and  words  descriptive 
of  this  country,  make  an  appeal  to  the  emotions,  rather  than  an  appeal  to 
the  reasoning  mind.  The  idea  of  the  sunlit  country  scene  causes  the 
reader  to  associate  the  canned  meats  with  things  that  are  fresh  and  pure, 
because  his  subconscious  mind  furnishes  him  with  memories  of  fresh 
country  scenes  which  he  himself  has  gazed  upon. 

The  following  employment  of  Description  By  Use  and  of  Description 
By  Make-Up  arouses  pleasing  sensations  allied  with  the  instinct  of 
comfort : 

When  you  stretch  out  on  a  Daly  Mattress,  you  simply  can't 
help  relaxing.     It  's  like  lying  on  the  soft,  cool  green  of  a  summer 


DESCRIPTION  AND  EXPLANATION  145 

meadow.  You  don't  know  there  's  a  bed  under  you.  It  's  buoy- 
ant, and  yet  it  is  soothing;  you  float  away  on  a  magic  carpet, 
and  when  you  get  back — it  's  tomorrow  morning. 

After  you  know  the  care  put  into  the  making  of  every  DALY 
Mattress,  however,  you  see  the  reason  for  this  wonderful  comfort. 
Down  in  Sunny  Alabama,  there  's  a  great  cotton  plantation  where 
every  ounce  of  cotton  that  goes  into  these  mattresses  is  raised. 
All  day  long,  week  after  week,  this  cotton  is  carefully  tended 
by  experts,  and  when  picking  time  comes,  great  armies  of  men 
and  boys  gather  the  huge  bales  to  send  to  our  factories. 

Here  it  is  carefully  cleaned,  and  only  the  finest  long-fibered 
parts  are  chosen  to  be  pressed  into  layers  of  soft  white  felt. 
Seven  of  these  layers  are  tightly  packed  into  the  mattress.  The 
edges  are  carefully  rolled  and  stitched  time  after  time,  so  that 
unsanitary,  dust-catching  tufts  are  done  away  with.  Thus  a  mat- 
tress of  the  utmost  comfort  and  cleanliness  is  manufactured. 

(Ill)   Proof  Conviction 

Indirect  Proof  is  more  effective  than  is  Direct  Proof,  in  the  Short 
Circuit  appeal,  for  the  reason  that  it  is  advisable  to  avoid  inviting  too 
direct  a  comparison  between  your  product  and  competing  products. 
Thus  a  table  of  comparative  costs  of  operation  would  be  out  of  place 
in  a  letter  or  advertisement  emphasizing  the  appeal  to  inherited  ten- 
dencies, but  would  be  effective  in  making  an  appeal  to  the  reasoning 
mind. 

The  following  single  sentence  of  Proof  is  included  in  the  Short  Circuit 
letter  aimed  at  selling  mattresses: 

Thousands  of  healthy  Americans  came  down  to  breakfast  this 
morning  clear-eyed  and  refreshed  after  a  night  of  real  rest  on  a 
Daly  Mattress. 

Note  that,  even  when  employing  the  above  sentence  of  Proof,  the 
correspondent  does  not  relax  his  effort  to  awaken  the  instinct  of  comfort. 


(IV)  (A)  Persuasion 

(B)  Inducement 

(C)  Clincher 


Action 


146  THE  SHORT  CIRCUIT  APPEAL 

As  in  the  Reason  Why  appeal,  Persuasion,  Inducement,  and  Clincher 
are  employed  in  getting  the  prospect  to  act  at  once. 

(A)  Persuasion. 

In  the  Short  Circuit  appeal  Persuasion  consists  in  matching  your 
product  with  the  emotional  desires  of  the  prospect,  and  not,  as  in  the 
Reason  Why  appeal,  with  the  needs  of  the  prospect.  Persuasion  as 
employed  in  the  Short  Circuit  appeal  shows  the  prospect  precisely 
wherein  the  product  will  give  pleasure,  or  satisfaction,  to  him.  Thus, 
in  making  the  Short  Circuit  appeal,  as  in  making  the  Reason  Why 
appeal,  it  is  evident  that  the  persuasive,  or  "3^011"  element,  enters  into 
the  selling  appeal  as  a  whole.  A  separate  short  paragraph  devoted 
solely  to  Persuasion  is  sometimes  employed  near  the  end  of  the  Short 
Circuit  appeal  to  focus  accurately  the  prospect 's  attention  upon  his  own 
emotional  desires  as  affected  advantageously  by  possession  of  the  prod- 
uct. 

The  following  two  paragraphs  of  Persuasion  are  effective : 

Half  the  day's  battle  is  won  with  a  start  like  that.  What  's 
that  old  story  they  always  tell  about  a  man  who  was  grouchy 
because  he  got  out  of  the  wrong  side  of  the  bed  ?  Poor  old  fellow 
— nine  chances  out  of  ten  it  was  the  bed  itself  and  not  the  way 
he  got  out,  that  ruined  his  disposition. 

The  competition  in  the  business  world  today  is  too  keen  for  any 
man  to  allow  a  sluggish  brain  or  a  sour  disposition  to  handicap 
him.  It  is  those  few  extra  ounces  of  energy  that  pull  you  ahead  in 
the  race. 

(B)  Inducement. 

Inducements  are  offered  in  accordance  with  the  principles  deduced 
in  making  the  Reason  Why  appeal.  For  example : 

All  over  the  United  States  this  week  the  DALY  Mattress  is 
being  sold  at  specially  reduced  prices.  There  is  only  one  place  in 
Berkeley  where  you  can  buy  this  mattress — at  Hink  's  on  Shattuck 
Avenue.  They  have  put  in  a  complete  and  varied  stock  for  this 
sale. 


CLINCHER  147 

(C)   Clincher. 

As  in  the  case  of  the  Reason  Why  appeal,  the  Clincher  consists  of 
three  elements : 

(1)  Make  it  easy  for  the  prospect  to  order. 

(2)  Employ  a  psychological  urge  to  "do  it  now." 

(3)  Sum  up  persuasively  the  central  selling  appeal. 

The  following  Clincher  is  effective : 

Today  is  Monday;  go  in  this  morning  while  you  have  a  wide 
choice  and  pick  out  the  mattress  that  suits  you.  You  '11  sleep  like 
a  child  on  it. 

For  convenience,  the  Short  Circuit  appeal  may  be  divided  into  two 
classes : 

(1)  The  appeal  that  awakens  in  the  prospect  a  desire  to  gratify 
some  sense;  that  is,  to  gratify  the  sense  of  smell,  or  the 
sense  of  touch,  or  the  sense  of  hearing,  etc. 

(2)  The  appeal  that  awakens  in  the  prospect  a  desire  to  gratify 
some  emotion;  that  is,  to  gratify  the  emotion  of  ambition, 
or  the  emotion  of  pride,  etc. 

(I)   The  appeal  to  the  senses. 

Description  and  Explanation  is  the  element  of  the  selling  appeal 
that  mainly  is  employed  in  the  appeal  to  the  senses.  By  "telling  about" 
your  product, — about  its  attractive  physical  appearance,  about  the  satis- 
fying uses  to  which  it  may  be  put,  about  the  tempting  ingredients  that 
go  into  its  making, — you  create  in  the  mind  of  the  prospect  such  a  pleas- 
ing mental  picture  of  the  product,  such  a  vivid  anticipation  of  the 
pleasure  that  will  result  from  its  use,  and  such  a  keen  realization  of  the 
pleasing  ingredients  used  in  its  production,  that  he  is  moved  to  gratify 
his  sense  of  taste,  of  smell,  of  hearing,  of  touch,  or  of  sight,  by  pur- 
chasing it. 

The  sight  of  luscious  oranges  temptingly  displayed  in  the  grocer's 
window,  will  cause  the  prospect  to  feel  a  keen  urge  to  gratify  his  sense 
of  taste  by  eating  one.  A  mental  picture  that  will  be  equally  attractive 
(or  as  nearly  so  as  possible)  must  be  created  in  the  advertisement  or 


148  THE  SHORT  CIRCUIT  APPEAL 

sales  letter.  The  prospect  must  be  made  to  visualize,  in  his  mind's  eye, 
the  oranges,  as  scarcely  less  luscious,  less  tempting  to  the  appetite,  or  less 
to  be  desired  than  do  they  appear  to  the  physical  eye.  This  is  accom- 
plished by  direct  description,  by  giving  the  prospect  an  attractive  picture 
of  the  physical  appearance  of  the  fruit.  The  appeal  is  doubly  effective 
if  accompanied  by  an  illustration,  as  in  the  case  of  advertisements. 
Employing  the  appeal  to  the  senses,  a  number  of  firms  have  seized  upon 
the  opportunity  of  including  an  attractive  illustration  of  this  kind  in 
their  letter-heads. 

A  description  of  the  enjoyment  resulting  from  the  use  of  the  product 
also  may  be  employed  in  the  appeal  to  the  senses.  In  the  grocery  store, 
the  demonstrator  may  get  the  prospect  to  taste  your  brand  of  fresh  fruit 
juice  and  thus  to  acquire  at  first  hand  a  keen  appreciation  of  the  pleasure 
that  results  from  its  use.  In  your  written  appeal,  you  can  describe  so 
temptingly  the  flavor  of  the  fresh  orange  juice  that  the  prospect  will 
experience  in  considerable  degree  the  same  pleasure  that  he  might  derive 
from  sampling  it. 

A  description  of  the  various  pleasing  factors  that  enter  into  the  mak- 
ing of  the  product  also  may  be  employed.  If  the  prospect  were  to  walk 
through  your  sunny  California  orchards,  if  he  were  to  visit  in  person  your 
airy,  sunlit  packing  plant,  he  would  feel  a  keen  desire  to  eat  the  oranges. 
By  the  effective  use  of  words,  and  by  the  employment  of  illustrations,  yon 
can  give  him  such  a  vivid  and  compelling  picture  of  the  orchards  and  of 
the  packing  plant  that,  in  his  imagination,  he  will  visit  the  scenes  you 
describe. 

Opportunities  for  employing  the  Short  Circuit  appeal  to  the  Senses 
are  numerous.  An  appeal  to  the  sense  of  smell  can  be  employed  to  good 
effect  in  selling  an  expensive  perfume;  here  you  describe  so  vividly  an 
exquisite  bouquet  as  it  applies  to  all  perfumes,  and  then  to  your  perfume 
in  particular,  that  the  prospect  will  be  moved  to  gratify  this  special  sense, 
by  purchasing  your  product.  This  desire  would  first  attach  itself  to  any 
perfume  of  exquisite  bouquet,  and  then  to  your  perfume  as  having  the 
most  exquisite  bouquet,  appealing  to  her  sense  of  smell  in  a  maximum 
degree. 

You  might  appeal  to  the  sense  of  touch  by  describing  the  ' '  feel, ' '  the 
"sleek  softness,"  of  an  expensive  fur  cloak  as  it  slips  over  the  shoulders 
of  a  woman  in  evening  dress ;  you  might  appeal  to  the  sense  of  hearing 
by  so  graphically  describing  the  sound  of  a  rousing  march  air  of  a  mill- 


THE  APPEAL  TO  THE  EMOTIONS  149 

tary  band,  as  reproduced  on  a  phonograph  record,  that  the  prospect 
would  desire  to  hear  the  record. 

Your  description,  in  either  case,  should  be  so  vivid  that  the  prospect 
almost  can  smell  the  exquisite  bouquet  of  your  perfume,  almost  can  feel 
the  expensive  fur  cloak  slip  over  her  shoulders,  almost  can  hear  the  rous- 
ing air  played  by  the  military  band.  The  principles  underlying  descrip- 
tion as  employed  in  the  appeal  to  the  senses  are  dealt  with  in  Chapter 
XIII. 

(II)   The  appeal  to  the  emotions. 

In  making  this  sort  of  Short  Circuit  appeal,  the  purpose  of  your 
effort  is  to  arouse  some  emotion  of  the  prospect's,  such  as  pride,  ambition, 
devotion.  This  may  be  accomplished  in  two  ways : 

(A)  By  persuasively  exhorting,  or  urging,  him,  to  respond  to  the 
emotion  that  is  being  played  upon. 

(B)  By  describing  the  use  of  your  product;  that  is,  the  benefit, 
or  pleasure,  to  him  from  possession,  in  a  manner  that  will 
awaken  emotion. 

(A)   By  persuasively  exhorting,  or  urging  him,  to  respond  to  the 
emotion  that  is  being  played  upon. 

Here  is  a  persuasive  appeal  by  exhortation  to  the  emotion  of  pride. 
It  was  sent  out  by  a  correspondence  school  to  prospects  who  had  failed  to 
respond  to  less  vigorous  appeals  in  former  letters : 

Show  her  you  can  succeed.  Other  men — men  whose  wives  be- 
lieve in  them  not  a  bit  more  loyally  that  your  wife  believes  in 
you — have  done  it.  Don 't  let  your  wife  come  to  realize  that  you 
are  a  failure.  Make  good ! 

The  above  sort  of  appeal  should  be  used  advisedly.  Otherwise,  the 
prospect  might  resent  it  as  an  attempt  to  dictate  to  him ;  he  might  feel 
that  he  was  the  object  of  a  "curtain  lecture."  But  when  tactfully  em- 
ployed, exhortation  often  is  an  effective  method  of  arousing  to  action  a 
prospect  indifferent  to  the  advantages  you  offer. 

The  ''curtain  lecture"  is  least  likely  to  awaken  resentment  in  the 
reader  if  the  advertisement  is  written  in  conversational  form.  In  such 


150  THE  SHORT  CIRCUIT  APPEAL 

an   advertisement,    one    character,    representing    the   reader,    is   shown 
receiving  advice  from  a  second  character,  a  business  friend  or  associate 
who  is  in  a  position  to  extend  friendly  counsel. 
For  example : 

(The  old  clerk  extends  advice  to  the  office  "cub,"  pointing 
meanwhile  to  the  general  manager,  who  is  seen,  through  a  half- 
open  door,  seated  at  his  desk  in  an  inner  office.) 

"LOOK  AT  HIM  TODAY!" 

"He  started  in  here  just  as  you  are  doing.  Now  he  's  General 
Manager  and  makes  more  in  a  day  than  he  used  to  make  in  a 
week.  I  '11  tell  you  how  he  did  it.  The  first  week  he  was  here 
he  began  to  train  for  the  job  ahead  by  studying  in  spare  time 
with  the  International  Correspondence  Schools.  Inside  of  six 
months  he  got  his  first  promotion.  But  he  kept  right  on  with 
the  I.  C.  S.  I  tell  you  a  man  like  that  is  bound  to  get  ahead. 
Some  day  he  '11  be  President  of  the  Company.  You  've  got  the 
same  chance  he  had,  young  man,  and  if  I  were  you  I  'd  follow 
his  example.  Take  up  some  I.  C.  S.  course  and  do  it  right  away. 
Use  your  spare  time.  Study.  What  you  are  in  a  few  years  is 
entirely  up  to  you. ' ' 

This  is  the  story  of  thousands  of  successful  men.  They  did 
their  work  well,  and  in  spare  time,  with  I.  C.  S.  help,  trained  them- 
selves for  advancement.  That  's  the  thing  for  you  to  do.  What- 
ever your  chosen  work  may  be,  there  is  an  I.  C.  S.  Course  that  will 
prepare  you  right  at  home  for  a  better  position  with  bigger  pay. 

More  than  100,000  men  are  getting  ready  for  promotion  right 
now  in  the  I.  C.  S.  way.  Let  us  tell  you  what  we  are  doing  for 
them  and  what  we  can  do  for  you.  The  way  to  find  out  is  easy. 
Just  mark  and  mail  this  coupon.  It  won't  cost  you  a  cent  nor 
obligate  you  in  the  least,  but  it  may  be  the  first  step  toward  a 
bigger,  happier  future.  Don't  lose  a  minute.  Mark  this  coupon 
and  get  it  into  the  mail  right  now. 

II.  The  appeal  to  the  emotions. 

(B)  By  describing  the  use  of  the  product;  that  is,  the  benefit,  or 
pleasure,  to  him  from  possession,  in  a  manner  that  will  awaken 
emotion. 


THE  APPEAL  TO  THE  EMOTIONS  151 

A  description  of  the  benefit  or  pleasure  to  be  derived  from  the  use 
of  your  product,  offers  the  most  effective  means  of  appealing  to  the  emo- 
tions. Show  the  young  man  in  business  that  the  "use"  of  your  corre- 
spondence course  training  will  enable  him  to  win  promotion  to  "that 
job  ahead,"  and  you  are  likely  to  arouse  his  emotion  of  ambition.  Or, 
again,  by  employing  a  description  of  the  benefits  to  be  derived  from  his 
possession  of  the  mental  training  offered,  you  may  arouse  his  emotion  of 
ambition,  by  holding  out  a  promise  of  the  pleasure  that  will  come  to 
him  from  the  increase  in  salary  due  to  his  promotion,  or  that  may  come 
from  his  buying  a  home,  or  from  giving  his  wife  enough  money  to  satisfy 
her  needs  or  even  her  desires  for  luxury,  or  that  may  come  from  educat- 
ing his  children  in  the  best  schools.  The  woman  in  the  home  will  be 
likely  to  respond  to  the  emotion  of  comfort  if  you  give  her  a  keen  appre- 
ciation of  the  benefits  to  be  derived  from  the  use  of  your  electric  vacuum 
cleaner,  i.e.,  if  you  point  out  that  by  using  it  she  will  do  away  with  the 
drudgery  of  house-work,  will  be  enabled  to  spend  more  time  each  day  in 
rest  and  recreation.  The  woman  desirous  of  social  position  will  probably 
respond  to  your  emotional  appeal  to  the  instinct  of  "  exclusiveness "  if 
yon  point  out  that  possession  of  your  expensive  automobile  of  distinctive 
design  will  set  her  apart  from  other  women. 

In  each  case,  the  opportunity  for  benefit  or  pleasure  is  one  which, 
embodying  as  it  does  a  realization  of  the  ideals — of  the  hopes  and  long- 
ings— of  the  prospect,  is  highly  effective  in  arousing  emotion. 

To  be  effective  in  the  highest  possible  degree,  this  emotional  appeal 
must  be  intensely  intimate  and  personal.  The  prospect  must  see  him- 
self, as  an  individual,  realizing  the  benefits  derived  from  the  purchase 
of  your  product:  being  called  to  the  manager's  office  and  notified  of  the 
long-sought-f or  promotion ;  buying  the  new  home ;  giving  his  wife  an 
ample  allowance ;  putting  aside  money  for  the  education  of  his  children. 

For  this  reason,  the  emotional  appeal  must  be  linked  closely  with  the 
daily  life  and  the  daily  experience,  with  the  daily  hopes  and  aspirations, 
of  the  prospect.  And  before  you  can  appeal  to  the  aspirations  of  a 
young  man  in  business  (for  example),  you  must  have  a  definite  con- 
ception of  what  the  young  man  in  business  aspires  to. 

One  correspondence  school  made  the  mistake  of  attempting  to  awaken 
ambition  in  young  business  men  by  pointing  to  the  fact  that  Abraham 
Lincoln,  because  he  trained  his  mind  at  home,  became  President.  This 
appeal  was  ineffective,  because  it  did  not  match  the  prospect's  aspira- 


152  THE  SHORT  CIRCUIT  APPEAL 

tions.  A  boy  in  High  School  might,  perhaps,  be  stimulated  by  Lincoln 's 
example,  the  boy's  eyes  fixed  on  the  stars,  in  his  heart  a  boy's  dream 
that  some  day  he  may  be  president.  But  men  in  the  business  world 
have  for  the  most  part  put  aside  such  hopes ;  their  aspirations  are  more 
intimately  linked  with  their  daily  tasks.  They  aspire  to  win  promotion 
in  business,  they  aspire  to  be  "big  men"  in  the  eyes  of  their  associates. 
Hold  up  to  them  the  successes  of  men  like  Schwab  and  Vanderlip.  This 
will  appeal  to  them  more  intimately  than  the  chance  of  being  president. 
Hence  before  attempting  the  appeal  to  the  emotions,  ask  yourself:  What 
does  the  business  man  aspire  to?  What  is  his  idea  of  a  successful  life, 
of  a  happy  life  ?  The  farmer, — What  does  he  aspire  to  ?  The  woman  in 
the  home, — the  woman  in  society — What?  Such  questions  as  these  must 
be  answered  before  you  can  expect  your  emotional  appeal  to  strike  home. 

Correspondence  schools '  advertisements  almost  invariably  depict  some 
scene  that  is  familiar  to  the  average  person  of  the  class  to  which  the 
emotional  appeal  is  made.  It  may  be  a  line  of  workers  at  the  pay 
window,  or  it  may  be  a  scene  in  the  average  business  office,  or  in  the 
average  home  of  the  average  young  man  in  business.  When  such 
familiar  scenes  are  presented  to  the  prospect,  he  figuratively  steps  into 
the  advertisement;  he  feels  that  it  is  he  who  is  getting  the  increased 
wages  at  the  pay  window,  he  who  is  being  promised  promotion  in  the 
business  office,  he  who  is  being  joyfully  greeted  at  the  door  of  his  home 
by  his  wife,  to  whom  he  has  just  shouted  .out  fhe  news  of  his  promo- 
tion. And  under  the  stimulus  of  imagination,  he  determines  to  take 
the  step  that  will  enable  him,  in  reality,  to  win  these  things.  The  mental 
picture  that  is  presented  in  the  direct  sales  letter  should  be  as  natural 
and  intim,ate,  so  far  as  is  humanly  possible,  as  the  picture  seen  in 
advertisements  that  count. 

To  accomplish  this,  call  up  in  your  mind  a  picture  of  the  sort  of 
home  the  prospect  resides  in;  of  the  sort  of  office  he  works  in;  of  the 
sort  of  wife  that  shares  his  hopes  for  success.  Then  endeavor,  earnestly 
and  truthfully,  to  show  him  wherein  your  correspondence  course  will 
solve  his  daily  problems,  wherein  it  will  assist  him  in  the  realization 
of  his  hopes  for  the  future.  A  large  part  of  the  copy  devoted  to  the 
appeal  to  the  emotions  (particularly  in  sales  letters)  is  ineffective, 
because  it  consists  largely  in  bombast ;  because  it  is  manifestly  insincere. 
Sincerity,  manifest  in  the  avoidance  of  exaggerated  claims,  is  an  element 
as  important  in  the  emotional  appeal  as  in  any  other. 


PRINCIPLES  OF  THE  APPEAL  153 

In  the  following  letter,  the  cardinal  principles  underlying  the  Short 
Circuit  appeal  are  exemplified : 

Dear  Sir : 

(1)  Remember  when  you  were  a  youngster  how  your  Mother 
used  to  say,  * '  As  soon  as  that  child 's  head  touches  the  pillow 
he  's  asleep"?     Your  slumber  could  be  as  untroubled  as 

that  now  if  you  slept  on  a  DALY  mattress. 

(2)  When  you  stretch  out  on  a  DALY  mattress,  you  simply 
can't  help  relaxing.     It  's  like  lying  on  the  soft,  cool  green 

jTlP  l(         Of   a   summer   meadow.     You   don't  know  there  's   a   bed 
Explanation     llncler   vou-     Jt   *s   buoyant   and  yet   it  is   soothing;   you 
float  away  on  a  magic  carpet,  and  when  you  get  back — 
it  is  tomorrow  morning. 

(3)  After  you  know  the  care  put  into  the  making  of  every 
DALY  mattress,  however,  you  see  the  reason  for  this  won- 
derful comfort.     Down  in  Sunny  Alabama,  there  's  a  great 

Ex  lawition     cot^on  plantation  where  every  ounce  of  cotton  that  goes 

into  these  mattresses  is  raised.     All  day  long,  week  after 

week,  this  cotton  is  carefully  tended  by  experts,  and  when  picking 

time  comes  great  armies  of  men  and  boys  gather  the  huge  bales 

to  send  to  our  factories. 

(4)  Here  it  is  carefully  cleaned,  and  only  the  finest  long-fibered 
parts  are  chosen  to  be  pressed  into  layers  of  soft  white  felt. 

nj  l{         Seven  of  these  layers  are  tightly  packed  into  each  mattress. 

^     ,  The  edges  are  carefullv  rolled  and  stitched  time  after  time, 

Explanation 

so  that  unsanitary  dust-catching  tufts  are  done  away  with. 
Thus  a  mattress  of  the  utmost  cleanliness  and  comfort  is  manu- 
factured. 

(5)  Thousands  of  healthy  Americans  came  down  to  breakfast 
this  morning  clear-eyed  and  refreshed  after  a  night  of  real 

Proof  rest  on  a  DALY  mattress.     Half  the  day's  battle  is  won 

Persuasion      with  a  start  like  that.     What  's  that  old  story  they  always 

tell  about  a  man  who  was  grouchy  because  he  got  out  of 

the  wrong  side  of  the  bed?     Poor  old  fellow — nine  chances  out  of 

ten  it  was  the  bed  itself,  and  not  the  way  he  got  out,  that  ruined 

his  disposition ! 

(6)  The  competition  in  the  business  world  today  is  too  keen  for 


154  THE  SHORT  CIRCUIT  APPEAL 

any  man  to  allow  a  sluggish  brain  or  a  sour  disposition  to 
Persuasion       ,        ,.         ,  .          T,  .    ,,          ,,  „ 

handicap  him.     It  is  those  few  extra  ounces  of  energy  that 

pull  you  ahead  in  the  race. 

(7)  All  over  the  United  States  this  week  the  DALY  mattress 

is  being  sold  at  specially  reduced  prices.     There  is  only 
Inducement  .     _,     .    .  -,. 

one  place  in  Berkeley  where  you  can  buy  this  mattress — 

at  Hink's  on  Shattuck  Avenue.     They  have  put  in  a  complete  and 
varied  stock  for  this  sale. 

(8)  Today  is  Monday;   go   in  this  morning  while  you  have 

a  wide  choice  and  pick  out  the  mattress  that  suits  your 
Clincher  ,        Ar       .,,    .         ..,  .  ., , 

needs.     You  11  sleep  like  a  child  on  it. 


CHAPTER  XII 

WINNING   ATTENTION,   COMPELLING   INTEREST 
THE  BEGINNING 

OUTLINE 

I.  The  prospect,  upon  reading  the  first  two  or  three  sentences  of  your  sales 
letter  or  advertisement,  immediately  decides  whether  or  not  to  continue 
on  to  the  end. 

II.  The  Beginning  of  tlte  selling  appeal  should,  therefore,  compel  his  interest 
at  virtually  the  same  moment  that  it  wins  his  attention. 

III.  "Attention-getting"  devices  employed  in  advertisements  include: 

(a)  Magnitude  of  illustration  of  catchline. 

(b)  Isolation:  employment  of  a  generous  amount  of  white  space. 

(c)  Odd,  unusual,  or  striking  designs. 

(d)  Colors  attractive  to  the  eye. 

(e)  Characters  in  action. 

IV.  "Attention-getting"  devices  employed  in  letters  include: 

(a)  Paper  of  reasonably  high  grade. 

(b)  Letterhead  attractively  and  neatly  executed. 

(c)  Letter  itself  neatly  typed,  with  ample  margins. 

(d)  A  short  paragraph  or  two  limited  to  not  more  than  three  or  four  lines. 
V.  In  compelling  the  reader's  interest,  observe  the  following  rules: 

(a)  Be  definite. 

(b)  Present  your  selling  point  from  the  standpoint  of  the  reader. 


CHAPTER  XII 

THE   BEGINNING 

"The  beginning  of  the  sales  letter  or  advertisement  should  definitely  point 
the  way  to  the  prospect's  profit,  pleasure,  or  satisfaction.  Many  beginnings 
have  proved  ineffective  because  they  have  presented  a  general  claim  from,  the 
standpoint  of  the  concern  attempting  to  sell  the  goods,  rather  than  from  the 
viewpoint  of  the  prospective  purchaser" — Goodyear  Tire  and  Rubber  Company, 
"Instructions  to  Correspondents." 


THE  prospect,  upon  reading  the  first  two  or  three  sentences  of  your 
letter  or  advertisement,  immediately  decides  whether  or  not  to 
continue  on  to  the  end.  It  is  your  task  to  plan  the  beginning  in  such 
a  way  as  to  convince  him  in  a  few  words  that  your  message  is  vital  to 
his  needs  or  to  his  desires,  that  he  can  not  afford  to  dismiss  it  from 
his  mind.  It  is  not  enough  to  plan  your  beginning  merely  to  win  his 
attention;  it  must  compel  his  interest  as  well. 

In  planning  an  advertisement,  you  may  employ  "attention-getting" 
devices  of  various  sorts.  The  very  size — the  magnitude — of  your  illus- 
tration may  catch  his  eye.  His  eye  may  pause  on  the  advertisement 
because  of  a  generous  proportion  of  white  space;  because  the  design  is 
odd,  unusual  or  striking;  because  the  colors  are  attractive  to  the  eye; 
because  the  characters  are  in  action.  The  catchline,  too,  may  be  in 
large  or  unusual  type ;  may  arouse  curiosity  by  putting  a  question  and 
withholding  the  answer.  Ordinarily,  however,  it  is  best  to  employ  an 
illustration  and  a  catchline  which  win  attention  and,  at  the  same  time, 
compel  interest  by  creating  some  situation  closely  linked  with  the  reader's 
needs  and  desires. 

The  following  catchlines  are  effective  in  compelling  interest  at  the 
same  time  that  they  win  attention : 

THAT  ENGINE  NOISE 
YOU  CAN'T  EXPLAIN 

INSURES  MAXIMUM  MILEAGE  FOR  EVERY  TRUCK 

157 


158        WINNING  ATTENTION,  COMPELLING  INTEREST 

HOW  THEY  SATISFY  YOUR  HUNGER! 

CARRYING  A  TON  A  MILE 
FOR  LESS  THAN  A  CENT 

HOW  TO  REDUCE  PRESENT 
HOMEBUILDING  COST 

HAVE  YOU 
A  BABY? 

YOUR  BOY! 

"  HAPPINESS  " 
DOESN'T  HALF  EXPRESS  IT 

SUPPOSE  EVERY  SPARE 
HOUR  WERE  AN  EXTRA 

DOLLAR- 
ENDURING  CHARM 

SAVES  STOCKINGS— SAVES  DARNING— 
AND  A  WONDERFUL  SAVER  OF  SHOES 

The  following  catchlines  of  advertisements  are  of  a  type  that  excite 
curiosity : 

NO  NAME  OVER  THE  DOOR, 

YET  EVERYBODY  KNOWS— 

THE  VOICE  UNHEARD 

"MUSCLE  FORGERY" 

STEAM— BURIED  ALIVE 

ALL  PITTSBURG  WAS  AMAZED 

DID  THIS  EVER  HAPPEN  TO  YOU? 

WHAT  SAVED  THIS  BUILDING? 


THE  BEGINNING  OP  THE  SELLING  APPEAL  159 

IS  YOUR  HOME  AN  EGG-SHELL? 

In  the  case  of  the  writing  of  sales  letters,  there  are  certain  mechanical 
devices  the  writer  may  profitably  employ  to  insure  the  reader's  attention 
— paper  of  reasonably  high  grade;  letterhead,  attractive  and  neatly 
executed ;  the  letter  itself  neatly  typed,  generous  margins  giving  a  white 
contrast,  attractive  to  the  eye.  Then  instinctively  will  he  feel  that 
.your  message  is  worthy  of  his  attention.  A  short  opening  paragraph  or 
two,  each  consisting  of  not  more  than  four  or  five  typewritten  lines,  is 
likewise  an  effective  device  for  winning  attention. 

The  display  head,  consisting  of  a  short  phrase  or  sentence  either 
in  capitals  or  underlined,  is  sometimes  emplo3Ted  at  the  beginning  of 
the  letter.  This  corresponds  to  the  catchline  of  the  advertisement.  It 
sums  up  vigorously  the  message  you  have  to  convey  and  brings  this 
brief  summary  to  the  immediate  attention  of  the  reader.  There  are  two 
objections  to  the  display  head :  one  is,  that  it  suggests  to  many  readers  a 
form  letter,  rather  than  a  personal  communication ;  the  other,  that  it  is 
too  "sensational"  in  appearance.  When,  however,  it  consists  of  a  con- 
servative statement  directly  pertinent  to  the  interests  of  the  reader,  it 
can  be  used  to  good  effect. 

The  following  are  examples  of  the  display  head  beginning: 

SAVE  10  PER  CENT  IN  THE  UPKEEP  OF  YOUR  TIRES. 
ELIMINATE  UNNECESSARY  OFFICE  EXPENSE— NOW. 
OUR  SERVICE  MEANS  DOLLARS  TO  YOU. 

The  display  head  is  sometimes  effective  in  arousing  curiosity,  as  in 
the  following  examples: 

IS  THERE  ANY  WEIGHT  TO  THE  FISH? 
BARNUM,  THE  CIRCUS  MAN,  WAS  WRONG! 

A  good  salesman  knows  that  it  is  not  possible  to  bolster  up  weak 
selling  arguments  by  raising  the  tone  of  his  voice  an  octave.  Similarly 
the  efficient  correspondent  avoids  employing  sentences  of  the  "scare 
headline"  type,  aimed  only  at  winning  attention.  The  following  ex- 
amples illustrate  the  error  of  this  practice : 


160       WINNING  ATTENTION,  COMPELLING  INTEREST 
Make  a  million  dollars  in  the  oil  boom  in  Texas ! 

The  chance  of  your  life !  An  opportunity  that  will  never  come 
again ! 

MURDER !  MURDER !  MURDER !  That  's  what  is  happening 
this  very  day  at  our  store.  We  're  slaughtering  prices  as  they  've 
never  been  slaughtered  before. 

The  average  reader,  sensing  at  the  start  insincerit}r  and  buncombe, 
will  go  no  farther.  And  if  the  reader — credulous  at  the  beginning — 
continues  to  the  end,  the  body  of  the  letter  is  certain  to  furnish  an  anti- 
climax of  disappointment  and  disillusionment. 

Equally  ineffective  is  the  attempt  to  win  attention  .by  employing  the 
type  of  the  beginning  that  combines  slang  with  the  use  of  the  exclama- 
tion point.  In  the  use  of  slang,  keep  away  from  the  threadbare  expres- 
sions that  have  long  since  lost  their  effectiveness.  Do  not  use  such 
words  as  "pep,"  "jazz,"  and  "bunk."  A  forceful,  vigorous  expression 
like  "pull"  ("advertisements  that  pull")  is  permissible,  since  no  sub- 
stitute word  can  be  found  that  will  bring  out  your  meaning  so  clearly. 

In  winning  attention,  either  in  the  sales  letter  or  in  the  advertisement, 
observe  this  cardinal  principle  which  underlies  the  successful  beginning 
of  the  selling  appeal : 

Keep  in  mind  the  needs  and  desires  of  the  prospect;  keep  in 
mind  your  central  selling  point;  then  match  the  one  with  the 
other  as  briefly,  vividly,  and  with  the  greatest  degree  of  interest 
possible.  But  do  not  "shout."  Be  simple,  be  natural. 

In  compelling  the  prospect's  interest,  observe  the  following  two 
rules : 

(1)  Be  definite.     Avoid  general  statements  that  give  him  only 
an  inkling  that  your  message  is  vital  to  his  needs,  but  that 
do  not  specifically  show  him  wherein  he  will  gain. 

(2)  Present  your  selling  appeal  from  the  standpoint  of  the  pros- 
pect, rather  than  from  the  standpoint  of  the  firm. 

(1)  Be  definite. 

Contrast  the  following  general  claim : 


THE  BEGINNING  OF  THE  SELLING  APPEAL  161 

It  pays  some  farmers  who  operate  trucks  to  equip  them  with 
pneumatic  truck  tires  even  though  the  first  cost  is  higher  than  for 
solids. 

with  the  following  definite  and  convincing  statement : 

Mr.  Ellsworth  of  Ottawa,  Illinois,  estimates  he  saved  $15  to  $25 
on  each  load  of  ten  hogs,  by  hauling  them  to  market  on  his  truck. 

(2)   Present  your  selling  appeal  from  the  standpoint  of  the  prospect. 

Contrast  the  following  beginning,  which  fails  to  bring  home  vividly 
to  the  prospect  the  benefits  of  purchase: 

Service  station  dealers  must  advertise  to  get  their  share  of  the 
business.  Our  steel  road  signs  are  an  economical,  satisfactory 
means. 

with  the  Beginning  written  from  the  standpoint  of  the  prospect : 

Many  farmers  near  you  operate  cars  and  you  would  like  to  get 
their  business;  yet  they  are  hard  to  reach  economically  without 
advertising. 

From  the  standpoint  of  sentence  structure,  there  are  four  classes 
of  beginnings : 

(1)  Direct  Question. 

(2)  Statement  of  Fact. 

(3)  Direct  Command. 

(4)  "If  Clause." 

(1)   Direct  Question. 

It  is  instinctive  in  human  beings  to  ''take  sides";  to  decide  "for  or 
against."  For  this  reason,  a  direct  question  at  the  beginning  of  a 
sales  letter  will  generally  compel  the  interest  of  the  reader.  "Would 
you  do  so-and-so,  under  such-and-such  conditions?"  is  the  query.  And 
the  prospect,  instinctively,  frames  an  answer,  "yes,"  or  "no."  The 
question  thus  starts  his  mind  revolving  in  the  direction  of  your  selling 
appeal. 

The  following  examples  show  the  use  made  of  the  direct  question 
beginning : 


162        WINNING  ATTENTION,  COMPELLING  INTEREST 

Did  you  ever  notice  as  you  drive  along  the  road  that  the  cleanest 
fields  of  corn  are  almost  always  evenly  checked  ? 

Straight  rows  are  easier  to  cultivate  than  crooked  ones — that 
is  reasonable — but  there  is  a  big  difference  in  cultivators,  too. 
Some  cultivators  can  not  be  swung  in  close  to  the  row  without 
injuring  the  corn,  and  others  will  not  dodge  quickly. 

International  Cultivators  are  built  to  do  clean  work  in  crooked 
rows,  where  hills  are  out  of  line  and  quick  dodging  is  necessary. 

Isn't  it  a  pleasure  to  look  over  a  farm  where  practically  all 
of  the  work  is  done  by  labor-saving  outfits?  Here  ?s  wh^re  life 
ceases  to  be  a  drudge. 


How  heavily  do  the  mail-order  houses  hit  into  your  trade  ?  Do 
you  want  us  to  help  you  in  the  fight  ? 

Would  you  think  of  destroying  your  house  just  because  there 
was  a  leak  in  the  roof  ?  Then  why  throw  away  an  automobile  tire 
as  long  as  the  foundation — the  core — is  solid  ? 

Our  re-treading  process  will  just  about  double  the  life  of  your 
tire,  at  considerably  less  than  half  the  cost  of  a  new  one. 

(2)   Statement  of  Fact, 

Some  correspondents  object  to  the  direct  question  opening  on  the 
ground  that  a  question,  by  indicating  to  the  prospect  "both  sides  of  the 
fence,"  brings  in  frequently  an  element  of  doubt  that  is  lacking  when 
the  more  positive,  forthright  ' '  Statement  of  Fact ' '  opening  is  used ;  as, 
for  example : 

You  can't  do  very  much  with  two  cents  nowadays,  especially 
in  some  directions.  In  these  times  of  excessively  high  prices,  that 
small  amount  of  money  would  n  't  buy  much  food,  but  if  it  is 
spent  in  a  certain  way  it  will  do  more  than  you  realize. 

Spent  in  hired  man's  wages,  two  cents  would  get  you  practically 
nothing.  But  supposing  that  you  could : 

Pump  3,000  gallons  of  water  for  two  cents — 

Cut  V/z  tons  of  silage  for  two  cents 

Grind  six  bushels  of  corn  for  two  cents — 


THE  BEGINNING  OF  THE  SELLING  APPEAL          163 

You  would  jump  at  the  chance,  would  n  't  you  f 

Well,  we  are  offering  you  one  now,  an  I.  H.  C.  gasoline  engine 
that  will  do  these  things  at  a  cost  of  two  cents  for  fuel. 


When  you  buy  lubricants,  there  are  certain  points  which  you 
consider  important.  They  must  be  filtered,  not  bleached;  they 
must  contain  no  free  acid ;  they  must  reduce  the  friction  of  the 
wearing  parts  to  a  minimum;  the  inevitable  carbon  deposit  must 
be  as  small  as  possible. 

RUNRITE  Oils  and  Greases  excel  in  all  of  these  trouble-saving 
features. 

You  don't  care  about  a  "pretty"  truck. 

The  main  idea  in  your  farm  hauling  is  service.  If  a  motor 
truck  can  move  your  grain,  live  stock,  and  produce  economically, 
and  earn  you  a  profit,  you  cannot  afford  to  be  without  it. 

(3)   Direct  Command. 

The  direct  command  opening  contains  an  even  more  positive  urge  than 
the  statement  of  fact  method.  Care  should  be  taken  that  the  direct  com- 
mand at  the  beginning  of  the  letter  does  not  lead  to  an  unduly  insistent  or 
overbearing  tone.  The  following  are  examples  of  the  effective  use  made 
of  this  form  of  opening : 

Make  farm  machinery  do  your  work  for  you. 


Look  beyond  the  price  tag  to  results. 


Be   sure   that   your   office   force    is   working   at    100-per-cent- 
efficiency. 


Invest  your  money  where  it  will  bring  you  in  the  highest  return 
compatible  with  assurance  that  your  investment  is  a  safe  one. 

(4) "If  Clause." 

The  "if  clause"  beginning  is  used  to  advantage  in  opening  up  to 
the  mind  of  the  prospect  a  line  Of  interesting  speculation,  as : 


164       WINNING  ATTENTION,  COMPELLING  INTEREST 

If  you  were  in  Paris  this  Spring  .  .  . 

You  eould  n  't  make  a  bit  better  selection  of  the  latest  styles  than 
you  can  make  by  looking  through  the  pages  of  our  catalogue. 

If  156  Nurserymen  dropped  into  your  office  .  .  . 

And  said,  "Mr.  Wood,  last  season  we  saved  a  lot  of  money  on 
our  packing  and  got  far  better  results  than  ever  before  .  .  ." 

You  'd  prick  up  your  ears  and  want  to  know  how  it  was  done, 
would  n 't  you  ?  , 

These  men  are  too  busy  to  come  and  tell  you  this,  but  if  you  're 
willing  to  take  our  word  for  it  ... 

156  nurseries  packed  their  stock  last  Spring  with  KEEPDRY. 
And  almost  all  of  them  have  written  us  expressing  the  conclusion 
given  above,  and  saying  that  they  will  use  KEEPDRY  a  good  deal 
more  extensively  this  year  than  ever  before. 


If  I  came  to  you — sat  across  from  you  at  your  desk — and  said 
that  I  could  tell  you  how  to  get  more  business  for  less  money 
than  it  costs  now  .  .  . 

Or,  if  I  said  that  I  could  show  you  how  to  save  25  to  75  cents 
out  of  every  dollar  you  spend  for  printing  .  .  . 

You  would  not  let  me  get  away  before  you  had  this  informa- 
tion. 

Now  I  can't  come  to  you  in  person,  but  I  have  come  to  you  by 
mail — twice — and  made  identically  this  offer. 


If  we  had  said  at  the  beginning  of  this  letter  that  we  were  en- 
closing our  check  for  $100  you  would  be  interested  and  doubtless 
highly  pleased ;  you  would  certainly  read  the  letter  through  to  see 
why  we  were  so  liberal. 

You  will  find  we  overlooked  the  check,  but  we  expect  to  tell 
you  in  a  few  words  how  we  can  save  you  that  amount  many  times 
over. 


CHAPTER  XIII 

AWAKENING   DESIRE,    WINNING   BELIEF 

DESCRIPTION   AND   EXPLANATION 

OUTLINE 

Part  I,  The  Reason  Why  appeal: 

A.  In  the  Reason  Why  appeal,  the  information  with  which  your  Description 
and  Explanation  supplies  the  prospect,  is  information  which  makes  an 
appeal  to  the  reasoning  mind. 

B.  In   employing  Description   and   Explanation,   awaken   in   the   prospect   a 
desire  to  possess  your  product: 

(1)   By  telling  about  the  product  from  the  standpoint  of  the  prospect. 

C.  In  employing  Description  and  Explanation,  win  the  prospect's  belief  in 
your  product : 

(1)  By  being  definite. 

(2)  By  avoiding  exaggerated  claims. 
Part  II,  The  Short  Circuit  appeal: 

A.  In  the  Short  Circuit  appeal,  many  of  the  same  principles  apply  in  the 
employment  of  Description  and  Explanation  that  apply  in  its  employment 
in  the  Reason  Why  appeal.     There  is  much  the  same  need : 

(1)  For  telling  about  the  product  from  the  standpoint  of  the  prospect. 

(2)  For  being  definite. 

(3)  For  avoiding  exaggerated  claims. 

B.  There  is,  however,  a  highly  important  difference  between  the  employment 
of  Description  and  Explanation  in  the  one  appeal  and  its  employment  in 
the  other : 

(1)  In  the  Short  Circuit  appeal,  the  information  with  which  your 
Description  and  Explanation  supplies  the  prospect,  is  information 
which  makes  an  appeal  to  the  emotions,  and  not  (as  is  the  case  in 
the  Reason  Why  appeal)  information  which  makes  an  appeal  to 
the  reasoning  mind. 


CHAPTER  XIII 

DESCRIPTION    AND   EXPLANATION 

"Tell  him  (the  prospect]  what  the  product  will  do  for  him>,  rather  than 
describe  tlte  product  itself.  .  .  .  Unconsciously,  the  prospect  sees  how  the  prod- 
uct will  help  in  the  day's  work,  or  make  his  life  happier,  or  improve  Little 
Johnnie's  appearance,  as  the  case  may  be. 

"Avoid  too  many  technical  words,  for  the  message  might  pass  over  his  head. 
Describe  the  product  in  the  prospect's  own  language,  so  that  he  can  get  your 
message  easily.  The  recipient  of  your  letter  is  too  busy  to  figure  it  out,  and  if 
it  puzzles  him,  it  is  a  candidate  for  the  waste  basket." — R.  D.  Brigham  in 
"Printer's  Ink." 


IN  the  Reason  Why  appeal,  the  aim  of  Description  and  Explanation 
is  to  tell  about  your  product 1  in  such  a  way  that  the  prospect  will 
regard  the  product  as  one  which  directly  meets  his  needs.     The  informa- 
tion which  your   Description   and  Explanation   supplies  the   prospect 
is  information  which  makes  an  appeal  to  his  reasoning  mind. 

In  the  Short  Circuit  appeal,  on  the  other  hand,  the  aim  of  Description 
and  Explanation  is  to  tell  about  the  product  in  such  a  way  that  the  pros- 
pect will  regard  the  product  as  one  which  gratifies  his  emotional  desires. 
The  information  which  your  Description  and  Explanation  supplies 
the  prospect  is  information  which  makes  an  appeal  to  his  emotions. 

(1)   Description  and  Explanation  in  the  Reason  Why  appeal. 

Were  the  prospect  to  visit  your  salesroom,  he  would  likely  be  sup- 
plied with  information  which  would  cause  him  to  regard  your  make  of 
tractor  as  one  which  directly  meets  his  needs.  He  would  see  then  what 
ttae  tractor  l '  looks  like ' ' ;  and  consequently  its  rugged,  stalwart  appear- 
ance would  be  associated  in  his  mind  with  endurance.  When  he  looked 
at  the  strong,  powerful  motor  and  listened  to  your  explanation  of  its 
construction,  he  would  begin  to  believe  in  its  superior  endurance.  This 

i  For  a  discussion  of  the  employment  of  Description  and  Explanation  in  telling 
about  your  type  of  product,  and  in  telling  about  your  central  selling  point,  see 
Chapter  X,  paga  131. 

167 


168  AWAKENING  "DESIRE,  WINNING  BELIEF 

belief  would  be  strengthened  when  you  went  on  to  explain  in  definite 
detail  the  consistent  service  a  motor  so  constructed  would  render  in 
planting  and  harvesting  the  crops  of  his  farm. 

At  this  stage  of  the  sale,  the  prospect  has  adequate  information  con- 
cerning : 

(A)  The  physical  appearance  of  your  product. 

(B)  Its  construction,  or  "make-up." 

(C)  Its  uses  as  applied  directly  to  his  needs. 

These  three  points  of  information  correspond  to  the  three  kinds  of 
Description  and  Explanation: 

(A)  Direct — describing  the  physical  appearance  of  the  product. 

(B)  By  Make-Up — telling  of  the  forces  and  materials  that  enter 
into  its  construction. 

(C)  By  Use — telling  of  the  service  it  will  render  the  prospect. 

(A)  Direct  Description. 

The  Reason  Why  appeal,  being  concerned  with  a  product  that  meets 
a  need,  lends  itself  less  frequently  to  the  employment  of  Direct  De- 
scription than  it  does  to  the  employment  of  Description  by  Use  and 
Description  by  Make-up.  Occasionally,  however,  Direct  Description  may 
be  effectively  employed  in  the  Reason  Why  appeal,  as  is  the  case  in  the 
following  excerpt  from  an  advertisement : 

Over  the  hill  of  traction  progress  has  come  the  massive  Kelly- 
Springfield  Caterpillar  Tire  for  Trucks — the  greatest  advance  in 
solid  tire  construction  since  the  beginning  of  the  industry. 

Its  elephant-footed  sureness  and  lasting  economy  have  imme- 
diately appealed  to  the  heaviest  truck  users  in  the  world.  .  .  . 

As  a  new  force  in  world  industry,  the  Kelly-Springfield  Tire  has 
taken  its  place  among  the  mighty. 

The  careful  selection  of  three  words — ' t  massive, "  ' '  elephant-footed, ' ' 
and  "mighty" — is  responsible  in  large  measure  for  the  picture  that  this 
brief  description  creates  for  us. 

(B)  Description  by  Make-up. 

The  following  advertisement  furnishes  an  example  of  Description  by 


DESCRIPTION:  REASON  WHY  APPEAL  169 

Make-up.  Note  that,  in  establishing  the  endurance  of  Federal  Tires,  a 
single  distinguishing  feature  in  the  construction  of  the  tire  is  empha- 
sized : 

It  is  not  enough  for  you  to  be  told  that  tens  of  thousands  of 
car  owners  prefer  Federal  Tires  as  a  result  of  their  experience. 

You  want  to  know  why — to  know  wherein  Federal  Tires  are 
superior — why  they  are  able  to  wear  longer,  are  freer  from  com- 
mon tire  trouble,  and  what  makes  it  possible  for  them  to  render 
more  satisfactory  service. 

The  reason  is  this: 

In  the  base  of  every  Federal  Tire  there  are  four  endless  twisted 
steel  cables  of  great  tensile  strength  that  securely  clamp  every 
inch  of  the  tire's  base  to  the  rim. 

There  is  no  "play"  between  tire  and  rim  to  breed  ruinous 
damages,  because  the  Federal  Tire,  so  correctly,  firmly,  and 
permanently  held  in  place,  is  immune  to  internal  wear. 

Rim-wear  is  as  fatal  to  a  tire's  usefulness  as  the  worst  roads  can 
ever  be,  except  with  Federal  Tires,  because  the  Double-Cable- 
Base  construction  eliminates  rim-wear,  at  the  same  time  preserving 
the  tire  so  that  every  mile  of  its  life  is  saved  for  road  service. 

Uniform  endurance  is  the  central  selling  point  in  the  following  Miller 
Tire  advertisement.  A  single  distinguishing  feature  in  the  construction 
of  the  tire  (uniform  workmanship)  is  brought  out  in  the  description. 

We  do  not  claim  that  no  tires  equal  the  Miller.  Other  makers 
build  some  tires  as  good.  But  how  can  the  buyer  tell  those 
"lucky"  casings  from  thousands  of  lesser  ones  that  look  identical? 

The  greatest  problem  a  manufacturer  faces  is  how  to  build  all 
tires  like  his  best  ones.  This  we  have  solved.  And  the  reason 
each  Miller  wears  like  its  brother  is  much  discussed.  Here  are 
the  facts : 

Any  maker  who  wants  to  pay  the  price  can  get  the  same  super- 
quality  of  raw  materials.  Also  the  same  machinery,  for  machines 
are  standard  too. 

But  uniform  mileage  is  governed  by  uniform  workmanship  and 
must  be,  as  long  as  tires  contain  handwork.  If  the  workman- 
ship varies,  the  mileage  is  bound  to  vary. 


170  AWAKENING  DESIRE,  WINNING  BELIEF 

That  's  why  we  took  a  mark  that  was  set  by  champions,  and 
trained  other  tire  makers  to  this  single  standard.  Each  builder 
signs  every  tire  he  makes.  If  ever  one  comes  back,  his  score  is 
penalized. 

This  method,  tested  now  three  years,  has  proved  to  be  the  mile- 
age solution. 

The  result  is  a  new  class  of  long  distance  tires — tires  that  wear 
the  same  under  like  conditions.  Not  occasionally  some  that  give 
exceptional  service,  but  more  than  99  in  100. 

It  takes  much  time  to  train  uniform  builders.  Hence  to  make 
the  best  tires  we  had  to  forsake  all  thought  of  making  the  most. 

So  to  get  these  remarkable  long-distance  Millers — the  buoyant 
cord  or  the  sturdy  fabric  type — be  sure  to  go  to  the  authorized 
Miller  dealer  or  to  write  for  his  name. 

Description  by  Make-up  is  by  no  means  limited  to  telling  of  the  sort 
of  material  that  goes  into  your  product,  or  of  special  methods  used  in  its 
manufacture.  Any  factor  that  enters  into  the  making  of  your  product 
comes  under  this  head.  You  may,  for  example,  tell  of  the  careful  se- 
lection of  raw  material,  of  the  long-standing  reputation  of  your  con- 
cern, since  these,  and  numerous  other  factors,  enter  into  the  making  of 
the  product. 

Consider,  in  this  connection,  the  following  examples  of  Description 
by  Make-up : 

More  than  a  quarter  of  a  centry  ago  the  Long-Bell  Lumber  Co. 
began  to  acquire  its  immense  timber  holdings  in  the  famous  Cal- 
casieu  Southern  Pine  districts.  Pioneering  in  virgin  timber,  this 
company's  experts  had  no  difficulty  in  picking  the  best — the  very 
cream  of  the  forests.  Therefore  quality  from  the  source  is  an- 
other reason  why  the  Long-Bell  Lumber  Co.'s  lumber  products 
are  worthy  of  the  trade  brand :  LONG-BELL. 

Today  these  mechanical  wonders,  known  to  the  trade  as  "skid- 
ders, ' '  are  clearing  wide  lanes  through  these  virgin  tracts  of  pine, 
each  sending  to  the  mills  a  thousand  trees  a  day — trees  from  fifty 
to  one  hundred  feet  tall— straight,  smooth,  and  unblemished. 
Nature  made  them,  pioneering  woodsmen  marked  them  as  the 
best,  and  thirteen  modern  Long-Bell  mills  are  turning  them  into 


DESCRIPTION:  REASON  .WHY  APPEAL  171 

quality  lumber — lumber  so  nearly  perfect  that  we  are  proud  to 
brand  it  with  our  name.  It  is  our  mark  of  accomplishment.  It 
is  the  consumer's  mark  of  assurance. 

Since  Marcus  Whitman  saved  Oregon  to  the  Union  in  1843, 
countless  millions  of  sheep  from  the  great  ranges  of  the  West 
have  contributed  their  fleece  to  provide  woolens,  first  for  the 
pioneer,  and  now  for  all  America. 

The  West  produces  wonderful  wool,  and  the  soft,  pure  moun- 
tain waters  of  Oregon  make  the  fleece  white  and  fluffy. 

Since  the  establishment  of  the  Oregon  City  Woolen  Mills  in 
1864,  millions  of  yards  of  Mackinaw  fabrics,  Overcoatings,  Flan- 
nels, Indian  Blankets,  Motor  Robes,  have  come  from  our  looms. 

At  the  Philadelphia  Centennial  in  1876,  Oregon  City  products 
won  the  highest  honors.  And  at  the  Panama-Pacific  Exposition 
in  1915,  this  maintenance  of  old-time  quality  again  won  highest 
award  in  competition  with  the  world. 

(C)  Description  by  Use. 

Of  the  three  types  of  description  and  explanation,  that  By  Use  is 
most  frequently  employed.  Describe  the  product  by  telling  the  pros- 
pect how  and  when  he  may  use  it  to  advantage ;  then  he  will  see  at  once 
that  it  meets  his  need.  Description  by  Use  is  employed  in  the  following 
examples  taken  from  direct  sales  letters : 

Suppose  you  had  a  gross  invoice  of  $293.76,  less  30%  and  5% 
discount.  Could  any  one  of  your  present  office  force  figure  the 
net  amount  and  be  sure  of  the  result  in  three  seconds? 

He  could  on  the  MONROE  Calculating  Machine.  And  he 
would  KNOW  he  was  right  the  first  time.  The  MONROE  Visible 
Check  would  guarantee  that  for  him. 

Besides,  he  can  figure  percentages,  payrolls,  costs,  estimates, 
extensions,  check  your  incoming  invoices,  and,  in  fact,  figure 
every  possible  item  of  your  business — yes,  do  the  work  of  three  or 
four  clerks  who  rely  on  paper  and  pencil  methods. 


The  Multigraph  is  a  live  business-getter.  Give  it  the  oppor- 
tunity and  it  will  produce  more,  dollar  for  dollar,  than  any  sales- 
man. 


172  AWAKENING  DESIRE,  WINNING  BELIEF 

The  reason  is  simple.  The  Multigraph  multiplies  personality. 
It  carries  the  best  of  you  (if  you  '11  give  it  up)  to  the  best  of 
those  you  want  to  reach.  And  it  does  it  on  the  personal  equation 
—man  to  man — goods  to  market ! 

The  Multigraph  advertising — and  that  means  personal  letters 
and  printed  folders,  booklets,  enclosures,  etc. — gets  in  where  hu- 
man salesmen  cannot  go.  Goes  in  when  the  prospect  is  "at  at- 
tention." Goes  in  without  competition  being  aware. 

This  isn't  theory.  Direct  advertising — the  kind  The  Multi- 
graph  does — is  the  biggest  single  force  in  advertising.  In  it  lies 
the  strength  of  mail-order  houses. 

And  with  the  same  Multigraph  equipment  that  does  your  di- 
rect advertising  you  can  do  scores  of  other  things,  too.  Print 
your  stationery  and  system  forms,  for  example,  at  a  saving  of 
25%  to  75%.  Your  own  employees  do  the  work,  in  your  own 
office. 

Description  and  Explanation,  setting  forth  as  it  does  the  distinguish- 
ing point  of  superiority  of  the  product,  must  accomplish  two  aims : 

(1)  Awaken  in  the  prospect  a  desire  to  possess  your  product. 

(2)  Win  the  prospect's  belief  in  3rour  product. 

(I)  Awaken  in  the  prospect  a  desire  to  possess  your  product. 

(a)  By  telling  about  the  product  from  the  standpoint  of  the 
prospect. 

Each  one  of  us  is  absorbed  in  his  own  interests.  Once  we  regard 
a  product  as  coming  within  the  purlieu  of  these  interests,  we  attach  to 
it  a  feeling  of  value.  Unless  you  were  a  contractor,  you  would  attach 
little  value  to  a  steam  roller  that  you  might  happen  to  see  crushing 
rock  in  the  street.  It  is  true  that  the  heavy  machine  is  in  reality  worth 
hundreds  of  dollars;  but  you  pass  it  by  with  scarcely  a  thought  or  a 
second  glance,  because  you  are  not  conscious  of  any  need  that  it  meets; 
because  you  do  not  think  of  it  in  terms  of  your  daily  life.  You  do,  how- 
ever, attach  a  feeling  of  value  to  the  automobile  touring  car  that  passes 
you  when  you  are  on  your  way  to  the  office  in  the  morning.  You  realize 
at  once  that  this  car  would  meet  a  need  of  yours;  it  would  enable  you 
to  go  to  and  from  your  office  in  a  shorter  time,  with  greater  comfort. 


DESCRIPTION:  SHORT  CIRCUIT  APPEAL  173 

It  would  afford  you  the  healthful  and  pleasant  experience  of  an  oc- 
casional Sunday  outing  in  the  country.  You  even  picture  yourself  at 
the  wheel  of  the  automobile,  on  your  way  downtown  to  your  office;  or 
touring  along  pleasant  country  roads  on  Sunday.  You  think  of  the 
automobile  in  terms  of  your  own  experience,  as  directly  meeting  your 
needs;  it  appeals  to  you  as  a  valuable  product;  you  would  like  to  own 
it, 

It  is  therefore  essential  that  you  tell  about  your  product  from  the 
standpoint  of  the  prospect.  If  you  employ  Description  by  Make-up, 
take  him  on  a  "personally-conducted"  tour  of  your  factory,  or  cause 
him,  in  his  imagination,  to  accompany  the  foreign  buyers  as  they  select 
the  raw  material  in  far-off  markets.  Emphasize  the  "you"  attitude 
so  consistently,  make  your  description  so  vivid,  that  he  will  feel  that  he 
is  present  in  person  at  the  scenes  you  describe. 

It  is  especially  important  that  you  emphasize  the  "you"  attitude  in 
employing  Description  by  Use.  Instead  of  describing  in  an  abstract 
way  the  service  your  truck  will  render  the  farmer,  put  him,  in  your 
description,  at  the  wheel  of  the  truck  and  take  him  about  a  farm  as 
nearly  like  his  as  possible,  pointing  out  as  you  go  the  uses  of  the  tractor. 
This  will  cause  him  to  imagine  himself  already  in  possession,  it  will  give 
him  an  anticipatory  appreciation  of  the  benefits  he  will  derive  from  its 
use.  It  will  cause  him  to  regard  the  truck  in  the  light  of  his  daily  needs. 

Consider  the  following  example  of  Description  By  Use  in  which  the 
"you"  element  is  neglected: 

Our  corn  binder  cuts  five  to  seven  acres  a  day,  rain  or  shine. 
It  binds  the  bundles  firmly  and  lays  them  on  the  ground  without 
breaking  off  the  ears.  It  forms  evenly  butted  bundles  and  puts 
the  band  around  the  middle,  where  it  belongs.  When  used  along 
with  a  silo,  it  cuts  the  corn  at  the  right  time  to  get  all  the  food 
value  out  of  the  stalks  and  leaves. 

The  following  description,  in  which  the  "you"  attitude  is  empha- 
sized, forms  part  of  a  business  letter  that  brought  results : 

"A  Deering  corn  binder  will  go  into  your  field  at  daybreak 
and  cut  corn  all  day,  rain  or  shine.  Tough  stalks  don't  inter- 
fere. It  cuts  from  five  to  seven  acres  a  day,  binds  the  bundles 
firmly  and  lays  them  on  the  ground  without  breaking  off  the  ears. 


174  AWAKENING  DESIRE,  WINNING  BELIEF 

Then  you  can  drive  along  and  pick  them  up,  or,  better  still,  if 
you  have  a  wagon  elevator,  you  can  load  them  as  fast  as  thty  are 
bound. 

A  Deering  corn  binder  forms  evenly  butted  bundles  and  puts 
the  band  around  the  middle,  where  it  belongs.  It  is  adjustable 
for  your  short  or  tall  corn  or  for  corn  that  has  been  blown  down. 
It  leaves  no  loose  nor  slovenly  looking  bundles.  It  clears  the 
field  for  your  plowing. 

If  you  own  a  silo,  or  plan  to  build  one,  a  Deering  corn  binder 
makes  it  possible  for  you  to  cut  your  corn  at  the  right  time  to  get 
all  the  food  value  out  of  the  stalks  and  leaves. 

The  following  description  not  only  "puts  the  farmer  at  the  *wheel 
of  the  tractor"  but  expresses  itself  in  terms  that  he  understands: 

Say  you  are  going  along  and  happen  to  hit  a  soft  spot.  You 
simply  "gee"  or  "haw"  the  front  end  by  turning  the  steering 
wheel  and  pull  just  as  you  do  with  a  team.  That  's  where  the 
patented  front  drive  principle  comes  in — the  patent  allows  you 
to  steer  with  the  track  that  pulls. 

The  above  examples  show  that  simply  to  explain  the  workings  of  your 
product  is  not  enough,  you  must  explain  them  so  that  the  prospect  will 
see  vividly  exactly  what  bearing  they  have  upon  his  needs. 

(2)  Win  the  prospect's  belief  in  your  product. 
(a)  By  being  definite. 

In  definite,  concrete  terms,  say  what  you  have  to  say  about  your 
product;  avoid  generalities.  "Best,"  "finest,"  "superior,"  are  words 
that  no  longer  have  a  place  in  the  selling  appeal.  They  represent  broad, 
general  claims  such  as  any  manufacturer  can  make.  Employed  so  fre- 
quently, these  words  no  longer  make  impression  upon  the  mind  of  the 
prospect.  Therefore,  do  not  claim  that  your  product  is  the  "best"  or 
the  "finest"  or  that  its  qualities  are  "superior";  go  ahead  and  tell 
definitely  and  specifically  wherein  it  is  the  "best." 

Compare  the  following  general  statement : 

We  select  only  the  best  coffee  beans  on  the  market.  This  gives 
to  our  coffee  its  superior  flavor. 


DESCRIPTION:  SHORT  CIRCUIT  APPEAL  175 

With  the  following  more  definite  statement: 

Apples  small  in  size  are  fine  in  flavor  and  juicy.  Every  bit  of 
them  is  concentrated  goodness.  Larger  apples  run  more  to  pulpi- 
ness; the  flavor  may  be  there  but  it  's  not  there  in  its  delicious, 
concentrated  form. 

It  's  the  same  way  with  coffee  beans.  The  small-sized  ones — 
the  ones  grown  at  a  high  altitude — have  a  fine  aroma,  packed  in 
tight.  In  larger,  pulpier  beans,  the  aroma  is  faint,  diluted. 

We  select  the  small  sized  beans  for  your,  morning  cup  of  cof- 
fee. They  're  more  expensive,  of  course,  and  harder  to  get.  But 
you  couldn't  get  that  fine,  delicate,  concentrated  aroma  of  real 
coffee  without  them. 

"A  hairspring  is  an  extremely  delicate  bit  of  mechanism,  requiring 
great  care  in  handling,"  is  the  generality  employed  by  one  concern  to 
impress  upon  its  customers  the  fact  that  a  timepiece — no  matter  how  well 
made  it  is — will  soon  get  out  of  order  unless  given  proper  care.  But 
how  much  more  interesting,  and  convincing,  is  this  definite  statement 
of  fact  by  another  concern : 

The  hairspring  is  the  brain  of  the  watch.  It  is  the  most  deli- 
cate tension  spring  made.  For  use  in  the  small-sized  watch, 
84,000  springs  are  made  from  one  pound  of  steel,  raising  the 
value  of  that  pound  from  $5  to  $300,000. 

The  Waltham  hairspring  is  drawn  through  diamond  surfaces, 
and  for  the  smaller  watches,  to  one  third  the  thickness  of  a  hu- 
man hair. 

A  firm  manufacturing  automobile  tires  tells  of  the  principle  of  con- 
struction in  the  following  definite  terms: 

The  tire  structure  is  built  up  of  many  sinewy  cords — tens  of 
thousands  of  them  in  many  layers.  Each  adds  its  individual 
strength  to  the  tremenduous  sum  total  of  the  tire  as  a  whole. 

The  layers  of  cords  are  placed  diagonally  in  opposite  directions. 
Each  cord  and  each  layer  has  free  play — entirely  unrestricted 
by  cross-weave.  And  then,  too,  cords  and  layers  are  impregnated 
with  live,  springy  rubber. 


176  AWAKENING  DESIRE,  WINNING  BELIEF 

Compare  the  above  definite  statement  with  the  following  statement, 
made  up  of  generalities,  lacking  entirely  in  definite  information : 

Our  tires  are  made  to  endure,  for  endurance  is  built  into  them. 
They  will  not  fail.  Their  powerful,  scientific  construction  assures 
you  endurance. 

The  following  three  Diamond  Brand  Walnut  advertisements  give 
information  concerning  the  product  which  is  interesting  because  it  is 
definite : 

" Budding"  is  the  process  of  "grafting"  a  bud  from  one  tree 
— generally  some  specially  thin-shelled,  perfected  variety — on 
the  stump  of  a  young  native  (wild)  seedling.  The  bud  sprouts 
and  develops  into  the  trunk  of  the  tree,  and  the  walnuts  it  bears 
are  of  the  same  fine  quality  and  flavor  as  those  produced  by  the 
mother  tree  from  which  the  bud  was  taken. 

THE  FIRST   STEP   TOWARD  DIAMOND  BRAND 
QUALITY 

Even  before  Diamond  Brand  groves  are  planted  we  begin  the 
work  that  insures  you  better  walnuts. 

Our  experts  select  the  best  varieties — then  by  "budding"  and 
"grafting"  they  literally  "breed  quality  in." 

This  is  just  one  of  the  reasons  for  the  superiority  of  Diamond 
Brand.  Trees  that  are  started  in  this  way;  trees  that  are  sprayed 
and  guarded  from  blight ;  trees  that  are  tended  and  nurtured 
throughout  their  growth,  naturally  produce  superior  walnuts. 
Then  we  grade  the  walnuts  by  hand  and  finally  test  them  by 
actual  crack — a  painstaking  system  that  further  safeguards  their 
quality. 

Diamond  Brand  Walnuts  may  cost  a  few  cents  more  per  pound 
than  ordina^  walnuts,  but  they  are  actually  cheaper  because  you 
get  more  good  walnut  meats. 

For  the  Christmas  holidays,  of  course,  you  will  have  walnuts. 
Use  them  the  year  round  for  cake,  candy,  blanched  in  cookies,  and 
for  other  every-day  foods — they  are  as  nutritious  as  they  are  ap- 
petizing. 

Say    Diamond    Brand    to    your    dealer!     Two    kinds — "Soft 


DESCRIPTION:  'SHORT  CIRCUIT  APPEAL  177 

Shells"  and  "Budded  Walnuts, "—both  of  the  tested  Diamond 
Brand  quality.  The  "Budded"  cost  a  few  cents  more  a  pound 
than  the  "Soft  Shells"  because  they  have  extra  plump  kernels, 
extra-thin  shells,  and  therefore  a  greater  proportion  of  meat  to 
the  pound. 


IT  IS  THE  MEAT  IN  THE  WALNUT  NOT  THE  SHELL, 

YOU  WANT— 

Most  walnuts  look  good  on  the  outside,  but  you  want  only  nuts 
that  are  perfect  inside,  as  well. 

That  is  the  only  kind  we  mean  to  sell  you,  and  for  years  we 
sought  for  a  method  that  would  enable  us  to  look  inside  each 
walnut,  as  it  were,  and  sort  out  the  good  nuts  from  the  bad. 
Finally  we  invented  (and  patented)  the  VACUUM  SORTER, 
which  does  this  very  thing.  It  works  like  your  vacuum  cleaner. 
As  the  walnuts  pass  under  the  machine  on  an  endless  belt,  a  strong 
draft  of  air  sucks  up  and  lifts  out  all  the  walnuts  with  withered 
or  light-weight  meats,  thus  leaving  only  the  good,  full-meated 
walnuts  for  our  Diamond  Brand. 

This  is  only  one  of  the  methods  of  grading,  sorting  and  testing 
by  which  we  insure  the  quality  of  Diamond  Brand  Walnuts.  It 
is  one  of  the  reasons  why  Diamond  Brand  Walnuts  are  cheaper 
than  ordinary  walnuts,  even  though  they  may  cost  a  few  cents 
more  per  pound.  You  get  a  maximum  of  meat — a  minimum  of 
shells. 

Eat  walnuts  today  as  you  did  at  Christmas  time — they  are  as 
healthful  as  they  are  good,  and  add  much  to  the  attractiveness  of 
desserts,  cakes  and  many  every-day  dishes. 

Say  Diamond  Brand  to  your  dealer!  Two  kinds — "Soft 
Shells"  and  "Budded  Walnuts,"— both  of  the  tested  Diamond 
Brand  quality.  The  "Budded"  cost  a  few  cents  more  per  pound 
than  the  "Soft  Shells"  because  they  have  extra  plump  kernels, 
extra-thin  shells,  and  therefore  a  greater  proportion  of  meats  to 
the  pound. 


THE  FINAL  INSPECTION 

Before  we  release  a  shipment  of  Diamond  Brand  Walnuts,  an 


178  AWAKENING  DESIRE,  WINNING  BELIEF 

inspector  visits  the  warehouse,  takes  a  double  handful  of  nuts 
from  every  tenth  bag  and  cracks  them  to  make  sure  of  their 
quality.  Only  when  they  test  up  to  our  official  cracking  standard 
(at  least  nine  perfect  nuts  out  of  every  ten)  are  the  walnuts 
shipped  out  as  Diamond  Brand. 

TEST-CRACKED  TO  PROVE  THEM  BEST 

This  man  is  paid  to  find  fault  with  Diamond  Brand  Walnuts 
—if  he  can.  When  he  says  they  are  good,  you  can  be  sure  of 
their  quality. 

No  Diamond  Brand  Walnuts  reach  your  table  until  they  have 
passed  a  similar  inspection   (see  marginal  note). 

Diamond  Brand  Walnuts  are  naturally  good  any  way — as  good 
as  California's  soil  and  sunshine  (aided  by  our  horticultural  ex- 
perts) can  make  them.  But  after  harvesting,  they  are  subjected 
to  a  rigid  system  of  cleaning  and  grading,  vacuum-machine  and 
hand  sorting,  and  finally  to  the  inspector's  cracking  test,  so  that 
you  may  always  be  absolutely  sure  of  getting  only  big,  full-meated 
walnuts  under  the  guaranteed  Diamond  Brand. 

Diamond  Brand  Walnuts  may  cost  a  few  cents  more  per  pound 
than  no-name  walnuts,  but  they  are  worth  more  because  you  get 
more  walnut  meats — not  empty  shells. 

You  will  enjoy  walnuts  now  just  as  much  as  you  did  during 
the  holidays.  Send  for  our  free  booklet  "100  Delicious  Walnut 
Recipes"  (by  Miss  Alice  Bradley,  one  of  the  foremost  culinary 
experts  in  America),  and  learn  of  all  the  tempting  ways  to  use 
walnuts. 

(2)  Win  the  prospect's  belief  in  your  product, 
(b)   By  avoiding  exaggerated  claims. 

Limit  yourself  to  a  conservative  statement  of  such  claims  as  you  feel 
sure  will  be  realized  through  the  purchase  of  your  product.  No  one 
believes  in  the  braggart,  in  the  man  who  is  continually  claiming  for  him- 
self abilities  that  he  does  not  possess.  We  have  confidence  in  the  quiet, 
self-contained  chap  who  first  considers  carefully  what  he  is  going  to 
say  and  then,  with  full  confidence,  speaks  the  truth.  The  same  thing 
applies  to  your  product.  If  you  tell  the  prospect  that  it  will  "cut  his 
office  expenses  in  half,"  that  it  is  a  "veritable  gold  mine,"  that  it  will 


EFFECTIVE  SELECTION  OF  WORDS  179 

" double  his  earning  capacity  in  a  month,"  he  instinctively  puts  you 
in  the  class  with  the  blustering  braggart,  and  your  product  with  you. 
One  successful  concern  has  adopted  the  rule  of  checking  against  actual 
performance  every  claim  made  for  their  product.  The  result  has  been 
more  sales  and  uniformly  satisfied  customers. 

Under  separate  heading,  we  shall  next  consider : 

The  selection  of  words,  and  the  use  of  figures  of  speech,  in 
effective  Description  and  Explanation. 

The  selection  of  simple  Anglo-Saxon  words,  easy  of  comprehension, 
makes  for  clearness.  Technical  terms  are  proper  enough  when  writing 
to  an  engineer,  to  a  mechanic  or  other  prospect  familiar  with  such 
terms.  Thus  technical  terms  in  common  use  have  a  place  in  a  letter  ex- 
plaining to  a  garage  man  the  workings  of  -a  motor ;  but  such  terms  are 
out  of  place  in  a  letter  explaining  to  a,  housewife  the  mechanism  of  an 
electric  washing  machine.  In  either  case,  make  the  description  and  ex- 
planation as  simple,  direct,  and  clear  as  can  be.  Give  your  letter 
a  personal  tone  by  avoiding  the  use  of  words  little  known;  words  that 
''smack  of  the  dictionary  and  the  book  of  synonyms."  Express  your 
personality  naturally  and  simply:  your  letter,  as  one  correspondent 
puts  it,  is  "you  on  paper."  At  the  same  time,  strive  in  your  daily 
speech  to  attain  such  sharp,  incisive,  direct  expression  that  your  "paper 
conversation"  will  be  forceful  and  clear.  Since  most  verbs  express  ac- 
tion and  most  adjectives  quality,  -the  effective  use  of  these  parts  of 
speech  is  highly  important. 

Each  word  in  your  description  should  do  its  part  in  building  up  the 
central  impression  you  seek  to  create  in  the  prospect's  mind.  With 
care,  then,  select  your  words.  Vital  words  have  personality  just  as 
men  and  women  have  personality.  There  are  words  so  strong  and  robust 
as  to  connote  endurance,  such  as  "surge,"  "mammoth,"  "mighty," 
"forge,"  "grim,"  "huge,"  and  "rugged."  Note  how  these  words  of 
strong  personality  are  used  in  the  following  opening  paragraph  of  a 
Billings  and  Spencer  advertisement : 

As  the  mighty  tractor  surges  forward,  dragging  its  gang  plows 
behind  it  against  the  tremendous  strain  of  the  resisting  earth, 
every  Triangle  B  forging  that  has  made  its  grim  strength 
possible  says:  "Rely  on  me!  I  shall  not  fail." 


180  AWAKENING  DESIRE,  WINNING  BELIEF 

Note  in  the  following  paragraph  the  force  of  a  single  word — 
"burly": 

Look  at  this  burly  section  of  the  Ajax  Road  King.  Look  at 
this  section  of  steel  rail.  The  same  scientific  principle  gives 
greater  strength  to  both.  Those  strong  supporting  shoulders 
at  the  base  of  the  Royal  King  tread,  are  like  those  shoulders 
built  into  the  steel  rail.  They  serve  the  self-same  purpose. 

A  class  of  words  of  quiet  personality  connote  smoothness  and  silence ; 
such  words  as  have  the  "s"  sound  and  the  sound  of  "e."  One  writer 
speaks  of  Kipling's  words  as  "stilling  you  with  their  sereneness."  The 
effect  is  much  the  same  as  when  we  read  that  the  Cadillac  automobile  is 
a  "magnificently  smooth  and  steady  piece  of  motive  power,"  and  that 
it  has  "splendid  ease  and  beauty  of  action." 

There  are  brisk,  cheery  words,  like  "tang,"  and  "zest";  there  are 
heavy  words  that  connote  sorrow,  like  "gloom,"  and  "turgid." 

In  the  following  paragraph  from  the  beginning  of  Poc's  "Fall  of 
the  House  of  Usher"  note  how  words  of  cheerless  personality  are  con- 
sistently employed  to  give  an  impression  of  foreboding  and  gloom : 

During  the  whole  of  a  dull,  dark,  and  soundless  day  in  the  au- 
tumn of  the  year,  when  the  clouds  hung  oppressively  low  in  the 
heavens,  I  had  been  passing  alone,  on  horseback,  through  a  singu- 
larly dreary  tract  of  country ;  and  at  length  found  myself,  as  the 
shades  of  evening  drew  on,  within  view  of  the  melancholy  House  of 
Usher.  I  know  not  how  it  was — but,  with  the  first  glimpse  of  the 
building,  a  sense  of  insufferable  gloom  pervaded  my  spirit.  I  say 
insufferable ;  for  the  feeling  was  unrelieved  by  any  of  that  half- 
pleasurable,  because  poetic,  sentiment,  with  which  the  mind 
usually  receives  even  the  sternest  natural  images  of  the  desolate 
or  terrible.  I  looked  upon  the  scene  before  me — upon  the  mere 
house,  and  the  simple  landscape  features  of  the  domain — upon  the 
bleak  walls — upon  vacant,  eye-like  windows — upon  a  few  rank 
sedges — and  upon  a  few  white  trunks  of  decayed  trees — with  an 
utter  depression  of  soul  which  I  can  compare  to  no  earthly  sensa- 
tion more  properly  than  to  the  after-dream  of  the  reveler  upon 
opium — the  bitter  lapse  into  everyday  life — the  hideous  dropping 
off  of  the  veil.  There  was  an  iciness,  a  sinking,  a  sickening  of  the 


EFFECTIVE  SELECTION  OF  WORDS  181 

heart — an  unredeemed  dreariness  of  thought  which  no  goading  of 
the  imagination  could  torture  into  aught  of  the  sublime.  ...  I 
reined  my  horse  to  the  precipitous  brink  of  a  black  and  lurid  tarn 
that  lay  in  unruffled  luster  by  the  dwelling,  and  gazed  down — 
but  with  a  shudder  even  more  thrilling  than  before — upon  the  re- 
modeled and  inverted  images  of  the  gray  sedge,  and  the  ghastly 
tree-stems,  and  the  vacant  and  eye-like  windows. 

Note  the  use  of  words  of  cheerful  personality  in  the  following  open- 
ing paragraph  from  a  short  story  by  Guy  de  Maupassant: 

Before  the  gate  of  the  farm  men  dressed  in  holiday  attire  waited. 
The  May  sun  poured  its  clear  light  upon  full-blown  apple  trees, 
round  like  immense  white  bouquets,  which  placed  over  the  entire 
court  a  roof  of  flowers.  They  sewed  ceaselessly  about  them  a 
snowfall  of  minute  petals,  which  hovered,  and  turned,  and 
tumbled  into  the  high  grass,  where  dandelions  shone  like  flames, 
where  poppies  were  drops  of  blood. 

There  is  no  more  certain  way  of  making  your  description  effective 
than  by  the  use  of  Figures  of  Speech.  This  intentional  deviation  from 
the  plain  and  ordinary  mode  of  speaking  and  writing  is  solely  for  the 
sake  of  greater  effect.  It  gains  this  effect  by  making  the  description 
more  clear  and  concrete,  or  more  emphatic.  "Steel  Files  Built  Like  a 
Skyscraper"  is  a  figure  of  speech;  it  involves  a  comparison;  its  purpose 
is  to  link  the  vivid  impression,  already  in  the  prospect's  mind,  of  a 
"towering  structure,  strong  as  adamant,  built  around  a  channel  steel 
skeleton,"  with  an  impression  that  you  are  trying  to  create  in  his  mind 
regarding  the  steel  files. 

Everyone  has  a  definite  impression  of  silence  undisturbed  by  the 
quiet  ticking  of  a  clock.  So  we  know  just  how  little  noise  the  L.  C. 
Smith  Bros.  Typewriter  makes  in  operation  when  we  read  that  it '  *  sounds 
more  like  a  clock  ticking  than  like  the  ordinary  typewriter."  Every- 
one has  an  impression  of  the  fineness  of  mechanical  construction  of  a 
jeweled  watch,  so  we  know  what  the  same  company  means  when  they 
say  that  the  typewriter  is  equipped  with  ball  bearings,  "like  a  fine, 
jewelled  watch. ' ' 

The  Shaw-Walker  slogan,  "Steel  Files  That  Are  Built  Like  a  Sky- 
scraper," is  one  of  the  most  valuable  business  assets  of  the  firm.  Here 


182  AWAKENING  DESIRE,  WINNING  BELIEF 

is  what  W.  H.  McNiff,  sales  manager,  says  about  it — and  about  the 
value  of  figures  of  speech — in  a  letter  to  salesmen : 

One  good  picture  is  worth  a  million  words. 

If  you  took  a  million  words  to  tell  the  story  of  Shaw-Walker 
quality,  you  'd  very  likely  tell  it  thoroughly.  But  you  'd  also  be 
staging  an  endurance  contest  between  yourself  and  your  audience. 

But  how  about  the  picture? 

" Built  Like  a  Skyscraper." 

Now  you  have  it  before  you.  You  've  conjured  up  a  mental 
picture  of  a  towering  structure,  strong  as  adamant,  built  around 
a  channel  steel  skeleton,  beautifully  finished,  substantial,  lasting. 
You  find  the  thought  pleasant  and  the  comparison  convincing. 
You  're  mighty  satisfied  with  your  cleverness  in  seeing  for  your- 
self how  logical  the  whole  thing  is. 

Your  prospect  is  just  as  imaginative  and  otherwise  human  as 
you  are. 

Tell  him  that  your  file  is  "Built  Like  a  Skyscraper."  He  '11 
just  say  *  *  oh  "  and  begin  showing  an  intelligent  interest  in  the  rest 
of  your  talk. 

The  figure  of  speech  that  sells  The  Multigraph — "The  Rapid-Fire 
Gun  on  the  business  firing  Line" — gives  a  mighty  definite  idea  of  the 
purpose  served  by  that  busy  little  machine,  sending  out  daily  its  thou- 
sands of  business  letters  in  support  of  your  advertisements  and  sales- 
men. 

When  the  manufacturer  of  truck  tires  speaks  of  the  "  elephant  - 
footed  sureness"  of  his  product,  you  realize  at  once  how  ponderous, 
powerful,  and  lasting  are  the  tires. 

Note  the  effective  use  of  figures  of  speech  as  outlined  in  the  follow- 
ing description  of  an  automobile  tire : 

The  Miller  Cord  Tire  is  buoyant,  over-sized,  elastic  (direct 
description)  ;  thousands  of  cable  cords  as  strong  as  bow  strings, 
floated  in  new  live  rubber.  It  gives  and  takes  as  it  rolls  on  the 
rough  of  the  road — it  neutralizes  shocks — you  ride  with  'bird-like 
ease. 

Uniform  Millers  are  the  only  tires  geared-to-the-road.  This 
tread  of  many  caterpillar  feet  engages  the  road  like  cogs — the 


FIGURES  OF  SPEECH  183 

scientific  way.     That  means  positive  traction,  full  power  ahead, 
and  safety. 

Consider  the  effective  use  of  figures  of  speech  in  the  following  ex- 
amples : 

After  a  hot  game  of  tennis,  a  "long"  cool  drink  of  our  iced 
tea  will  make  you  feel  as  alive  as  a  newly-strung  racket. 

Coffee  makes  the  difference  between  damp  fog  and  warm  sun- 
shine in  starting  the  da}r. 

USCO  rubber  heels  put  a  pad  of  springy  rubber  between  you 
and  the  unyielding  surfaces  over  which  you  walk,  giving  to  each 
step  a  buoyancy  as  free  and  easy  as  a  ramble  along  country  roads. 

Clean  as  the  north  wind  itself — such  is  the  Northern  Fibre 
Folded  towel.  It  is  a  new  and  distinctly  different  towel,  made 
from  the  heart  of  the  great  northern  spruce. 

Bearing  its  mighty  burden  as  lightly  as  a  thorough-bred  bears 
his  rider,  this  great  truck  moved  with  quiet  dignity,  secure  in  the 
proud  supremacy  of  illimitable  power  and  perfection  of  detail. 

Those  thick,  beveled  cleats  of  rubber  are  like  the  cleats  on  an 
athlete's  shoes.  They  hold — on  a  quick  start  or  instant  stop. 
They  are  cleats  of  safety  when  your  car  is  in  motion. 

Colgate's — the  only  refill  shaving  stick.  It  's  just  like  putting 
a  new  battery  in  a  flash-light. 

The  figure  of  speech  need  not  always  be  fully  expressed.  When 
we  read  that  a  certain  automobile  goes  with  ease  up  grades  that  no  other 
machine  but  an  aeroplane  would  attempt,  we  think  instinctively  of  this 
automobile  as  having  the  fleet,  certain  power  of  the  aeroplanes  we  have 
seen  skimming  overhead.  Whether  the  comparison  is  fully  expressed 
or  whether  we  are  left  to  make  the  implied  comparison  for  ourselves, 
the  impression  *left  in  our  minds  is  a  definite  and  a  vivid  one. 

(II.)   Description  and  Explanation  in  the  Short  Circuit  appeal. 
Many  of  the  same  principles  which  apply  in  the  employment  of  De- 


184  AWAKENING  DESIRE,  WINNING  BELIEF 

scription  and  Explanation  in  the  Reason  Why  appeal,  apply  in  its  employ- 
merit  in  the  Short  Circuit  appeal.  In  the  Short  Circuit  appeal,  much  the 
same  need  exists  for  telling  about  the  product  from  the  standpoint  of 
the  prospect,  for  definiteness,  and  for  the  avoidance  of  exaggerated 
claims,  that  exists  in  the  Reason  Why  appeal. 

It  must  be  remembered,  however,  that  there  is  a  highly  important 
difference  between  the  employment  of  Description  and  Explanation  in 
the  one  appeal  and  its  employment  in  the  other.  In  the  Reason  Why 
appeal,  Description  and  Explanation  embodies  such  information  as  is 
most  likely  to  influence  the  reasoning  mind  of  the  prospect ;  in  the 
Short  Circuit  appeal,  on  the  other  hand,  Description  and  Explanation 
embodies  such  information  as  is  most  likely  to  awaken  the  emotional 
desires  of  the  prospect. 

Note  the  emotional  appeal — the  appeal  to  the  instinct  of  appetite — 
in  the  following  Short  Circuit  advertisement,  in  which  Description  by 
Make-up  is  emphasized : 

Out  of  our  great  ovens  pours  a  never-ending  stream  of  Kel- 
logg's — each  flake  rich  with  flavor  which  made  and  holds  the  name 
of  Kellogg 's. 

Many  things  have  been  done  to  create  their  perfection  for  you 
—they  have  been  cooked,  and  baked,  and  flaked,  and  toasted. 
And  you  must  have  Kellogg 's  just  as  they  are,  fresh  from  the 
oven. 

So  the  great  current  of  flakes  flows  swiftly  on,  scenting  the 
air  with  their  tempting  aroma,  to  be  packed  quickly  and  sealed 
air-tight  in  the  Wax-tite  packages.  The  flavor  and  freshness  and 
taste  are  as  unchanged  as  though  you  filled  your  dish  from  the 
tossing  current  of  flakes  at  the  great  oven  door. 

In  the  following  Short  Circuit  advertisement,  Description  by  Use 
is  employed  in  awakening  the  instinct  of  appetite : 

HONEST,  MAN!     DON'T  YOU  JUST  HANKER  FOR  A 
PIPING  HOT  PLATEFUL? 

There  's  a  sparkle  in  your  eye  as  you  put  fragrant,  golden- 
brown  Aunt  Jemima  pancakes  on  your  plate !  Spread  a  lump 


DESCRIPTION:  SHORT  CIRCUIT  APPEAL  185 

of  yellow  butter  on  each  one  and  swim  them  in  maple  syrup — 
when  your  knife  cuts  the  rich,  tender  morsel — and  you  get  a 
mouthful,  um-m-m  !  What  a  flavor ! 

And  this  breakfast  is  easiest  for  "the  wife"  to  prepare.  Aunt 
Jemima  Pancake  Flour  is  complete — with  even  the  sweet  milk 
mixed  in  and  so  rich  it  needs  no  eggs.  There  's  no  pantrj^-search- 
ing  for  ingredients,  no  measuring,  no  testing — the  simple  addi- 
tion of  water  makes  perfect  pancakes  every  time. 

Order  today  a  red  package  of  Aunt  Jemima  Pancake  Flour  and 
enjoy  this  satisfying  breakfast — learn  why  it  is  America's  favor- 
ite breakfast.  Learn  what  jimdandy  muffins,  waffles,  and  bread- 
sticks  it  makes,  too. 

By  contrasting  the  appeal  to  the  emotions  made  by  Description  and 
Explanation  in  the  two  above  Short  Circuit  advertisements,  with  the 
appeal  to  the  reasoning  mind  made  by  Description  and  Explanation  in 
the  Reason  Why  advertisements  which  we  have  previously  considered 
in  this  chapter,  you  can  obtain  a  clear  understanding  of  the  difference 
between  the  employment  of  Description  and  Explanation  in  the  one  ap- 
peal and  in  the  other.  It  will,  for  example,  be  obvious  to  you  that  the 
following  Description  and  Explanation,  taken  from  the  Federal  Tire 
Reason  Why  advertisement,  embodies  such  information  as  is  most  likely 
to  influence  the  reasoning  mind  of  the  prospect : 

In  the  base  of  every  Federal  Tire  there  are  four  endless  twisted 
cables  of  great  tensile  strength  that  securely  clamp  every  inch 
of  the  tire's  base  to  the  rim. 

There  is  no  "play"  between  tire  and  rim  to  breed  ruinous 
damages,  because  the  Federal  Tire,  so  correctly,  firmly,  and 
permanently  held  in  place,  is  immune  to  internal  wear. 

On  the  other  hand,  it  will  be  obvious  to  you  that  the  following  Descrip- 
tion and  Explanation,  taken  from  the  Aunt  Jemima  Pancake  Flour 
Short  Circuit  advertisement,  embodies  such  information  as  is  most  likely 
to  awaken  the  emotional  desires  of  the  prospect : 

There  's  a  sparkle  in  your  eyes  as  you  put  fragrant,  golden- 
brown  Aunt  Jemima  pancakes  on  your  plate !  Spread  a  lump  of 


186  AWAKENING  DESIRE,  WINNING  BELIEF 

yellow  butter  on  each  one  and  swim  them  in  maple  syrup — when 
your  knife  cuts  the  rich,  tender  morsel — and  you  get  a  mouthful, 
UHi-m-m  !  What  a  flavor ! 

Under  separate  heading,  we  shall  next  consider : 

The  selection  of  words,  and  of  figures  of  speech,  in  Description 
and  Explanation,  with  special  reference  to  the  Short  Circuit  ap- 
peal. 

In  the  Short  Circuit  appeal,  the  emotions  which  your  Description 
and  Explanation  awakens  must  be  pleasing  emotions,  that  is,  emotions 
which  give  rise  to  pleasing  feelings,  for  it  is  evident  that  the  prospect 
will  desire  to  possess  a  product  which  suggests  pleasing  feelings,  and  it 
likewise  is  evident  that  the  prospect  will  desire  to  refrain  from  possess- 
ing a  product  which  suggests  displeasing  feelings. 

It  is  therefore  necessary,  in  employing  Description  and  Explanation 
in  the  Short  Circuit  appeal,  that  you  select  words,  including  figures  of 
speech,  that  suggest  pleasing  and  agreeable  associations,  and,  conversely, 
that  you  refrain  from  selecting  words  that  suggest  the  contrary. 

The  prospect  has  classified  in  his  mind  the  words,  perfume,  tang, 
wind-swept,  fragrant,  golden,  sweet,  delicate,  beautiful,  mellow,  savory, 
as  associated  with  things  pleasing  and  agreeable;  the  words,  odor,  oily, 
greasy,  as  calling  up  rather  disagreeable  associations;  the  words,  smell, 
stench,  as  calling  up  associations  altogether  disagreeable.  The  mention 
by  you  of  any  word  in  the  above  category  will  at  once  suggest  to  the 
mind  of  the  prospect  corresponding  associations,  agreeable  or  disagree- 
able, and  these  associations,  in  turn,  will  result  in  corresponding  feel- 
ings, pleasing  or  displeasing. 

So  also  is  it  with  objects  and  places  linked  in  his  mind  with  pleasing 
associations,  or  the  contrary.  The  mention  of  the  "wild  wood  violet," 
the  "perfume  of  the  rose,"  the  "song  of  the  thrush,"  the  "golden  beauty 
of  the  dawn,"  gives  to  him  at  once  a  pleasing  feeling,  from  agreeable  as- 
sociation. This  pleasing  feeling  he  will  unconsciously  attach  to  the 
product  you  are  describing,  if  in  your  description  you  make  reference 
to  these  things  of  pleasing  association. 

Note  the  choice  of  words,  and  the  use  of  figures  of  speech,  of  pleasing 
association  in  the  following  advertisement,  which  has  been  successfully 
employed  by  a  national  advertiser: 


DESCRIPTION:  SHORT  CIRCUIT  APPEAL  187 

THE  MOMENT  YOU  DIP  IT  IN  WATER— FRESH,  LIVING 

FRAGRANCE ! 

Its  beautiful  clearness,  its  refreshing  fragrance,  make  this  soap 
a  joy  to  wash  or  bathe  with. 

Lift  it  up  and  hold  it  to  the  light.  Clear  as  a  mountain  pool ! 
Yet  hidden  somewhere  in  its  crystal  depth  is  the  delicious  fra- 
grance of  sweet  wild  violets. 

Dip  it  in  water!  Instantly  all  this  imprisoned  fragrance  is 
released. 

Jergens  Violet  Transparent  Soap  gives  you,  even  in  hard 
water,  a  rich,  snowy  lather  that  soothes  and  refreshes  you — leaves 
your  skin  delightfully  smooth  and  clean.  And  its  woody  odor 
of  fresh  violets  lingers  on  your  face  and  hands. 

Use  Jergens  Violet  Transparent  Soap  whenever  you  are  dusty 
and  tired.  You  can't  imagine  how  refreshing  the  simple  bathing 
of  your  face  and  hands  can  be  until  you  use  this  soap. 

Get  a  cake  and  try  it  tonight.     It  is  sold  wherever  soap  is  sold. 

In  the  following  advertisement,  advantage  is  taken  of  the  pleasing 
association  linked  with  food  eaten  "down  on  the  farm"  : 

FROM  THE  CHOICEST  HONEY-BEARING  FLOWERS 
THAT  GROW 

Who  remembers  the  waffles,  butter  cakes,  and  hot  biscuits — 
trickling  with  real  honey — that  we  ate  at  Nature 's  factory — down 
on  the  farm? 

Who  wants  those  meals  back  again — wants  Airline  Honey. 
"Pure  Honey"— Yes!  But  better  than  that— it 's  real,  old- 
fashioned  Golden  Delight  that  we  loved  so  well  and  have  some- 
times missed  so  much. 

Airline  Honey  comes  from  a  few  flowers,  selected  by  a  fifty- 
year-old  compan3r  of  bee  experts.  It  has  only  the  one,  real  golden 
color — always  the  same  old  delightful  taste. 

Infinite  care  in  selecting  uniformly  high-grade  honey  is  the  rea- 
son for  packing  under  the  Airline  label.  Neither  we  nor  the  bees 
can  change  the  quality  of  Nature's  sweets — we  can  only  make 
certain  that  when  you  buy  Airline  Honey  you  are  picking  delight 
from  the  choicest  honey-bearing  flowers  that  grow. 


188  AWAKENING  DESIRE,  WINNING  BELIEF 

The  pleasing  association  linked  with  food  eaten  "down  on  the  farm," 
also  is  taken  advantage  of  in  the  following  advertisement : 

JONES  DAIRY  FARM  SAUSAGE— 

From  the  snow-covered  Wisconsin  fields  to  those  who  prize 
good  food. 

More  than  30  years  ago  the  neighbors  came  through  the  drifts 
to  the  Jones  homestead  to  get  it. 

And  today  Jones  Dairy  Farm  Sausage  is  the  same  as  it  was 
then — a  sausage  made  by  a  treasured  New  England  recipe  from 
choice,  young  pork  and  homegrown  spices. 

The  keenness  of  the  pleasing  association  loses  its  edge,  if  a  word 
displeasing  in  association,  however  slightly  so,  is  brought  in.  Consider 
the  following: 

Snowdrift  is  sweet — what  you  mean  when  you  say  "sweet" 
cream.  Snowdrift  is  fresh — as  you  use  the  word  to  describe  new- 
laid  eggs.  You  know  how  much  nicer  eggs  and  butter  are  when 
they  are  fresh.  Did  you  ever  stop  to  think  that  all  shortening 
is  fat,  and  is  just  as  much  better  when  it  is  fresh,  too  ? 

Here  the  association  is" a  bit  displeasing,  as  it  leads  us  to  experience 
displeasing  feelings  from  association  with  butter  and  eggs,  not  fresh. 
The  word  "fat"  is  also  displeasing,  in  association  with  things  to  eat. 

The  following  description  loses  in  effectiveness  because  of  "sterilize" 
and  "immaculate,"  neither  of  which  words  is  pleasantly  associated  with 
foods : 

Sun-Maid  raisins  are  packed  in  a  plant  that  is  flooded  with 
California's  famous  sunshine  and  air.  Special  machines  are  here 
used  to  sterilize  Sun-Maid  raisins.  This  product  comes  to  you  as 
immaculate  as  you  yourself  would  make  it.  Remember  these  facts 
when  you  buy  raisins,  for  you  want  a  brand  like  this. 


CHAPTER  XIV 

DEVELOPING   BELIEF   INTO   CONVICTION 
PROOF 

OUTLINE 

I.  Any  definite  data  which  serves  to  show  that  your  product  has  made  good  by 
performance,  or  which  serves  to  show  your  willingness  to  let  the  prospect 
himself  judge  of  the  merits  of  your  product,  may  be  regarded  as  Proof. 
II.  The  usual  methods  of  Proof  are : 

(a)  Proof  by  record  of  performance. 

(b)  Proof  by  giving  list  of  users,  or  experience  of  users. 

(c)  Proof  by  guarantee  or  money-back  offer. 

(d)  Proof  by  affording  the  prospect  an  opportunity  to  test  the  product. 


CHAPTER  XIV 

PROOF 

DESCRIPTION  and  Explanation  has  caused  the  prospect  to  believe 
in  the  superiority  of  your  product.     You  must  now  develop  this 
belief  into  a  well-founded  conviction  that  your  product  is  superior.1 
This  is  accomplished  by  the  presentation  of  Proof. 
The  usual  methods  of  Proof  are : 

(1)  Proof  by  record  of  performance  in  competitive  contest  or 
official  test. 

(2)  Proof  by  giving  list  of  users,  or  experience  of  users. 

(3)  Proof  by  guarantee  or  money-back  offer. 

(4)  Proof  by  affording  the  prospect  an  opportunity  to  test  the 
product. 

(1)  Proof  by  record  of  performance  in  competitive  contest  or  official 
test.  Your  automobile  has  won  first  place  on  the  Indianapolis  Speed- 
way, or  has  received,  elsewhere,  the  highest  award  in  a  contest  of  endur- 
ance or  of  economy  of  operation.  Your  food  product  was  awarded  first 
price  at  the  State  Fair  or  at  the  1915  Exposition.  Or  an  official  test, 
not  competitive,  was,  perhaps,  made  in  the  case  of  your  automobile  or 
food  product.  The  type  of  Proof  by  record  of  performance  consists 
of  a  statement  of  the  above  facts.  Here  following  is  Proof  of  this  type, 
as  the  result  of  an  official  test,  in  a  sales  letter : 

A  Chalmers  seven-passenger  car  set  a  new  mark  for  flexibility 
and  economy  in  Chicago  a  few  days  ago. 

Driven  by  amateurs,  it  traversed  the  dense  "loop"  traffic,  using 
high  gear  only,  without  stop  of  motor,  and  attained  a  total  of 
586.8  miles  within  24  hours  from  noon  of  March  26  to  noon  of 

1  For  a  discussion  of  the  Employment  of  Proof  in  connection  with  your  type  of 
product,  and  in  connection  with  your  central  selling  point,  see  Chapter  X,  page  131. 

191 


192  DEVELOPING  BELIEF  INTO  CONVICTION 

March  27.  The  gasoline  consumption  was  a  trifle  better  than  an 
average  of  14  miles  to  the  gallon. 

A  representative  of  the  Contest  Board  of  the  American  Auto- 
mobile Association  rode  in  the  Chalmers  throughout  this  test  and 
has  certified  to  these  facts. 

The  car  used  was  taken  right  off  the  salesroom  floor  of  the 
Chalmers  distributor.  It  might  have  been  sold  to  the  next  cus- 
tomer for  a  seven-passenger. 

We  have  the  precise  mate  to  that  car  on  our  sales  floor.  It  is 
capable  of  doing  everything  that  the  seven-passenger  did  in  the 
Chicago  traffic  test. 

Why  look  further  for  a  car  than  this  big  seven-passenger 
Chalmers,  with  its  wide  flexibility  and  economy?  Come  over  to 
our  place  and  let  us  show  you  the  car.  Let  us  demonstrate  it  to 
you. 

Note  in  the  above  example  that  "A  representative  of  the  Contest 
Board  of  the  American  Automobile  Association  rode  in  the  Chalmers 
throughout  this  test,"  and  that,  "The  car  used  was  taken  right  off  the 
salesroom  floor  of  the  Chalmers  distributor.  It  might  have  been  sold  to 
the  next  customer  for  a  seven-passenger."  These  statements  establish 
two  important  facts: 

(1)  That  the  test  was  certified  by  an  unbiased  judge. 

(2)  That  the  car  making  the  test  was  a  " stock"  car. 

(2)   Proof  by  (a)  giving  list  of  users,  or  by  (b)  experience  of  users. 

Proof  of  this  type  consists  in  your  giving  the  names  of  satisfied  users 
of  your  product,  or  in  your  telling,  if  authorized,  their  experience  with 
the  product.  "Ask  the  Man  Who  Owns  One,"  and  "Users  Know"  are 
business  slogans  that  reflect  this  sort  of  proof.  The  use  of  testimonials 
also  is  of  this  type. 

Here  is  an  example  of  (a)  Proof  by  list  of  users: 

You  know  these  people,  of  course : 

Westinghouse  Electric  &  Manufacturing  Co. 
Ford  Motor  Co. 
Standard  Oil  Co. 


PERFORMANCE  TESTIMONIALS  193 

Illinois  Steel  Co. 

Hyatt  Roller  Bearing  Co. 

Atlantic  and  Pacific  Co. 

These  names  were  taken  at  random  from  a  long  list.  They 
have  all  purchased  Dictaphones  this  past  month.  It  's  not  their 
first  purchase;  they  have  been  adding  to  their  equipment,  some 
of  these  companies  having  hundreds  of  Dictaphones. 

Have  you  seen  the  Dictaphone  in  operation  or  talked  with 
some  friend  about  it?  A  post  card  has  been  enclosed  so  that  we 
may  know.  Just  check  it  and  drop  it  in  the  mail. 

Proof  by  list  of  users  may  consist  in  a  short  sentence  or  two,  such 
as: 

This  is  the  same  truck  that  is  used  by  the  National  Construction 
Co.,  to  do  all  their  heavy  hauling. 

Here  is  an  example  of  (b)  Proof  by  giving  the  experience  of  the  user : 

' '  One  form  that  cost  us  $1.30  a  thousand  before  we  had  a  Multi- 
graph,"  says  Mr.  Johnson  of  the  Merchants'  Collection  Agency 
of  Denver,  "now  costs  us  50  cents.  Another  blank  for  which  we 
paid  $2.50  a  thousand  is  now  costing  25  cents.  We  have  had  our 
Multigraph  nearly  five  years  and  today  it  is  just  as  good  as  new. 
It  paid  for  itself  the  first  year  we  had  it  and  it  has  returned  more 
than  110  per  cent  on  the  investment  ever  since. ' ' 

Note  how  much  more  convincing  is  a  definite  statement  of  facts  as 
the  above  than  the  following  generality : 

"We  have  used  our  duplicating  machine  for  two  years  and 
during  that  time  it  has  given  complete  satisfaction." 

The  first  example  tells  the  prospect  exactly  what  the  Multigraph  has 
accomplished ;  the  second  example  gives  him  no  definite  facts  and  figures 
upon  which  to  base  a  buying  decision. 

The  following  example  of  Proof  by  testimonial  would  be  far  more 
effective  had  it  included  a  definite  statement  of  the  amount  of  time  and 
money  saved : 


194  DEVELOPING  BELIEF  INTO  CONVICTION 

The  office  equipment  we  are  using  you  installed  for  us  about  ten 
years  ago.  Some  one  has  truly  said  that  ' '  Time  is  the  stuff  that 
Life  is  Made  of,"  and  your  equipment  saves  time. 

It  may  be  that  Proof  by  testimonial  is  included  in  the  pamphlet 
or  catalogue,  or  is  inclosed  on  a  separate  sheet  of  letter  paper,  and  that 
reference  to  it  is  made  in  the  letter,  as : 

Read  on  pages  5,  6,  and  7  of  our  catalogue,  letters  written  by 
some  of  the  most  eminent  musicians  in  the  world — Paderewski, 
Leschetizky,  Moskowski,  Guilmant,  Emil  Sauer,  Damrosch,  and 
Sousa — who  have  critically  examined  our  lessons  and  given  them 
their  sanction  because  they  appreciate  the  unusual  musical  worth 
of  the  work  presented. 

Note  that  the  following  sales  letters  are  devoted  almost  entirely  to 
Proof  of  the  "user"  type: 

Referring  to  your  intercommunicating  problem  regarding  which 
we  have  corresponded  with  you  before : 

Ask  Mr.  Pacauley  of  Packard  Motor  Company. 
Ask  Mr.  Bee  of  Palmer-Bee  Company. 
Ask  Mr.  Hatch  of  Michigan  Liability  Company. 
Ask  Mr.  Holmer  of  Beecher,  Peck  &  Lewis. 
Ask  Mr.  Cash  of  North  way  Motors  Company. 
Ask  Mr.  Warner  of  Oakland  Motor  Company. 
Ask  Mr.  VanDusen  of  Kreage  Company. 
Ask  Dr.  Torrey  of  the  Dauid  Whitney  Building 
whether  they  would  try  to  do  business  without  the  Dicto- 
graph System ;  and  the  need  for  the  System  in  their  offices  is 
not  greater  than  in  yours  right  now. 

And  so,  since  it  is  up  to  me  to  show  you  that  this  is  the  case, 
I  want  you  to  give  me  ten  minutes,  at  your  convenience,  to  demon- 
strate to  you  on  your  desk,  just  what  the  Dictograph  will  do  for 
you. 

There  is  no  obligation  whatsoever  attached  to  this  demonstration 
so  please  have  your  secretary  fill  in  and  mail  the  enclosed  card 
today. 

H.  E.  Messiner,  Manager  for  the  John  F.  Jelke  Co.,  down  on 


PERFORMANCE  TESTIMONIALS  195 

Market  Street,  has  a  real  story  to  tell  to  any  one  interested  in 
Transportation  Service. 

Here  's  the  story : 

"We  operate  a  model  2-D  (2  ton)  which  has  been  on  the  street 
every  day  for  two  years.  The  other  is  a  model  3-E  (3  ton)  which 
we  have  been  operating^  for  nearly  a  year.  Our  experience  with 
Packard  trucks  is  very  satisfactory.  We  also  operate  a  number 
of  Packard  trucks  in  Chicago,  where  our  factory  is  located,  and 
some  of  these  we  have  had  on  the  streets  five  or  six  years—and 
give  splendid  service. ' ' 

Truck  owners  are  finding  that  Packard  established  service 
records  make  the  Packard  trucks  a  safe  investment  anywhere. 


(3)  Proof  by  guarantee,  or  by  money -back  offer. 


Proof  by  guarantee  must  be  made  in  good  faith  and  lived  up  to.  It 
is  best  to  make  the  guarantee  absolute,  and  thus  avoid  suspicion  of 
"strings  being  tied  to  the  offer."  This  method  of  Proof  has  so  fre- 
quently been  employed  by  manufacturers  of  goods  of  relatively  little 
merit  that  it  no  longer  is  as  effective  as  it  formerly  was.  However,  in 
the  following  excerpt  from  a  sales  letter,  it  is  used  with  good  effect : 

We  will  do  more  than  simply  tell  you  that  this  course  will  in- 
crease your  efficiency — we  will  guarantee  you  satisfaction. 

If,  after  you  have  completed  the  course,  you  should  not  be 
entirely  satisfied,  let  us  know.  We  will  refund  the  entire  amount 
of  tuition,  in  accordance  with  the  terms  of  our  money-back  guaran- 
tee bond.  In  other  words,  you  won't  risk  a  cent;  we  assume  all 
the  responsibility. 

Groceries  are  often  sold  under  guarantee : 

Buy  a  half-pound  can  of  our  coffee  at  your  grocer's.  Take  it 
home,  open  it,  use  as  much  of  the  coffee  as  you  want.  We  know 
from  experience  that  you  will  find  (1)  that  less  of  the  coffee  is 
required  for  each  cup  than  is  the  case  with  the  coffee  you  have 
been  using,  and  (2)  that  the  delicate  flavor — the  aroma — of  our 
coffee  is  far  superior.  But  if  you  are  not  persuaded  of  these  two 


196  DEVELOPING  BELIEF  INTO  CONVICTION 

things,  take  the  can — with  as  much  or  as  little  of  the  coffee  as  is 
left  in  it — back  to  the  grocer's.  He  will  refund  your  money 
just  as  cheerfully  as  he  took  it,  without  a  word  of  explanation  on 
your  part.  This  is  our  guarantee. 

(4)  Proof  by  affording  the  prospect  an  opportunity  to  test  the  prod- 
uct. 

This  type  of  Proof  consists  in  inclosing  in  the  letter  a  sample  of  your 
product,  or  in  affording  the  prospect  any  other  opportunity  to  test  for 
himself  the  product's  superiority.  It  is  illustrated  in  this  excerpt  from 
a  sales  letter : 

If  there  's  an  arm  on  your  office  chair  .  .  . 

Please  make  this  test:  Take  the  enclosed  strip  of  Angier's 
Coilwrap  and  wind  it  several  times  around  the  arm.  Pull  it 
hard  and  tight. 

Note  what  a  firm,  neat-appearing  job  it  makes. 

Then  consider  this :  Coils  of  wire  that  are  similarly  wrapped — 
cannot  rust,  corrode,  nor  tarnish,  no  matter  how  or  where  they 
are  exposed. 

For  Coilwrap — in  addition  to  being  tough  and  durable — is  abso- 
lutely proof  against  water,  moisture,  and  dirt. 

These  are  the  reasons  why 

American  Steel  and  Wire,  Youngstown  Sheet  and  Tube,  Na- 
tional Indiarubber,  Jones  and  Laughlin,  Halcomb  Steel,  Hazard, 
and  many  other  widely  known  manufacturers 

Have  substituted  Coilwrap  for  burlap — at  a  saving  from  15 
to  40  per  cent. 

If  the  nature  of  the  product  permits,  make  the  test  a  definite  one, 
conclusive  to  the  prospect  of  the  superiority  of  your  product,  as  in  the 
following  example : 

Take  a  pinch  of  Swans  Down  Cake  Flour  between  your  thumb 
and  'finger ;  rub  them  together  and  note  what  a  smooth,  even, 
and  soft  substance  it  is.  Perform  this  same  experiment  with 
bread  flour.  You  will  find  it  coarse  and  granular.  For  this 
reason,  when  Swans  Down  Cake  Flour  is  sifted,  it  becomes  light 
and  fluffy  and  maintains  this  same  characteristic  when  baked  into 


PROOF  BY  TEST  OF  PRODUCT          197 

a  cake.     Bread  flour,  however,  when  sifted,  only  falls  into  a  piJe, 
like  sand,  and  sifting  does  not  help  very  much. 

Proof  by  test  should  observe  three  rules : 

(1)  Be  certain  that  your  product  will  stand  the  test. 

(2)  Be  specific  in  your  instructions  so  the  prospect  will  know 
just  how  to  make  the  test. 

(3)  Be  clear  in  telling  the  prospect  just  what  results  he  may 
find  from  the  test. 

Here  is  an  offer  of  Proof  by  test :  even  if  the  prospect  does  not  actu- 
ally make  it,  the  offer  impresses  him  with  your  good  faith  in  standing 
back  o^your  goods: 

To  prove  our  claims,  put  a  Miller  opposite  your  favorite  tire. 
Keep  careful  record  of  the  mileage  each  gives.  Then  you  will  see 
for  yourself  why  quality  tire  buyers  everywhere  are  insisting  oil 
Millers. 

The  same  idea  is  carried  out  in  the  following  sales  letter : 

Last  night  my  wife  and  I  went  for  a  ride.  We  had  driven  only 
a  short  distance  when  she  remarked:  "I  wonder  why  one  side 
of  this  car  rides  so  much  smoother  than  the  other  ? ' ' 

Finally  I  told  her  of  a  little  test  I  was  making  by  equipping 
one  side  of  the  car  with  Silvertown  Cord  Tires  and  the  other  with 
plain  fabrics. 

For  the  benefit  of  my  good  customers,  I  wanted  to  see  if  Silver- 
towns  really  ride  easier  and  absorb  the  jolts  better  than  fabric 
tires. 

Let  us  equip  one  sMe  of  your  car  with  Goodrich  Silvertown 
Cord  Tires  and  if  you  are  not  convinced  that  they  ride  easier,  pro- 
tect the  mechanism  of  your  car  from  vibration,  and  save  you 
gasoline,  you  pay  us  only  the  fabric  price. 

But  if  you  find  our  statements  true,  you  are  to  put  Silvertowns 
on  all  four  wheels.  Then  you  '11  know  what  real  motoring  enjoy- 
ment is. 

Why  not  give  the  proposition  a  trial  ? 

The  Proof  by  test  method  of  determining  the  superiority  of  a  har- 


198  DEVELOPING  BELIEF  INTO  CONVICTION 

vester  is  clearly  and  succinctly  indicated  in  the  following  excerpt  from 
a  sales  letter : 

Your  neighbor,  J.  L.  Smith,  will  let  you  climb  on  the  seat  of 
his  International  Harvester.  Do  it  the  next  time  you  get  a  chance. 
The  reason  for  its  good  work  will  be  plain.  First  you  will  notice 
that  the  gangs  swing  parallel  to  one  another.  This  enables  you  to 
get  closer  to  the  row  and  do  better  work,  without  injuring  the 
corn,  than  you  can  do  with  an  old-style  cultivator.  You  will 
notice  that  quick  dodging  is  made  easy  by  reason  of  pivot  axle 
construction. 

* 

The  following  letter  is  based  upon  Proof  by  test,  since  the  reader  is 
given  instructions  as  to  how  he  may  determine  for  himself  the  superior 
merit  of  the  product : 

Stop  today  at  any  street  corner  and  watch  the  automobiles 
streaming  past.  Notice  the  number  of  cars  having  their  hoods 
shrouded  in  unsightly  bandages. 

Then  look  for  the  Hudson  White  Triangle,  motordom's  mark 
of  distinction.  You  will  not  find  a  single  Super-Six  with  a  cover- 
ing of  any  kind  on  its  hood  or  radiator  and,  regardless  of  what 
corner  you  pick,  you  will  count  more  Hudsons  than  any  other  fine 
car. 

The  reason  is  to  be  found  in  the  fact  that  the  Super-Six  is  the 
ideal  all-the-year-round  car.  It  knows  no  seasons.  The  shutters 
on  the  radiator  and  the  louvre  plates  insure  the  operation  of  the 
motor  at  its  most  efficient  temperature  regardless  of  the  weather. 

In  the  touring  models,  the  curtains  are  hand-tailored  to  every 
car,  assuring  a  perfect  fit  and  the  protection  of  the  passengers 
against  the  cold.  Opening  on  rods  with  the  doors,  these  curtains 
give  enclosed  car  comfort  and  convenience  even  when  the  mercury 
is  below  zero. 

As  a  result,  the  Hudson  is  even  more  of  a  necessity  in  winter 
than  it  is  in  summer.  Let  us  prove  it  to  you  on  the  coldest  and 
the  stormiest  day  you  can  pick  out. 

An  expression  of  your  willingness  to  give  a  demonstration  of  "serv- 
ice" is  a  form  of  Proof  by  test.  It  affords  the  prospect  an  opportunity 


PROOF  BY  TEST  OF  PRODUCT     m     199 

to  determine  for  himself,  by  test,  what  your  product  can  do  for  him. 
Note  the  following  letter : 

Referring  to  my  letter  of  March  13 : 

I  wish  you  would  let  me  show  you  what  the  DICTOGRAPH 
SYSTEM  can  do  for  your  organization. 

The  enclosed  proof  of  our  second  advertisement  in  the  ''New 
York  Times"  tells  only  a  small  part  of  the  story. 

A  five-minute  demonstration  on  your  own  desk,  just  as  you 
would  use  the  Dictograph  in  your  daily  work,  will  astonish  you. 

The  Dictograph  will  convert  wasted  time  into  productive  effort 
— for  you,  and  for  everyone  else  in  your  organization. 

We  are  ready  to  lay  before  you  definite  testimony  as  to  our 
ability  to  solve  your  particular  problems. 

The  demonstration  can  be  made  at  your  convenience,  and  will, 
not  obligate  you  in  any  way  whatsoever. 

Have  the  coupon  filled  in  and  mailed  today. 

A  statement  showing  your  willingness  to  have  your  product  judged 
solely  on  its  merits  serves  as  effective  proof.  There  is  the  element  of 
Proof  in  this  statement : 

Visits  to  our  baking  plants,  and  to  other  baking  plants  in  the 
Bay  Cities,  will  clearly  demonstrate  to  the  housewife  why  there  are 
first  and  second  quality  breads. 

Your  visit  to  the  modern,  scientific  Remar  Baking  Plant  will 
do  far  more  than  the  printed  word  to  tell  you  why  Remar  is  a 
first  quality  bread. 

Remar  bread  is  baked  in  a  modern,  sunlit  baking  plant  at  46th, 
Adeline  and  Linden  Streets,  Oakland. 

A  most  important  rule  in  employing  Proof  of  any  kind,  is  this :  "  Be 
definite."  Give  exact  data,  exact  facts  and  figures;  give  names  and 
addresses,  avoid  generalities. 

"Thousands  of  satisfied  truck  owners  are  using  our  tires,"  is  not 
nearly  so  effective  as  the  more  definite: 

"Over  half  the  truck  tonnage  of  America  is  carried  on  Fire- 
stones.  ' ' 


200 
And 


DEVELOPING  BELIEF  INTO  CONVICTION 


1  '  We  have  sold  a  number  of  tractors  to  farmers  in  your  vicinity ' ' 
fails,  where  this  definite  statement : 

"John  W.  Brown  of  Auber  (R.  F.  D.  10)  and  S.  J.  King  of 
Stanton  (R.  F.  D.  2),  each  purchased  one  of  our  tractors  a  little 
over  a  year  ago.  Write  to  them  and  ask  them  what  sort  of 
service  they  are  getting.  Or,  better  still,  drive  over  and  call  on 
one  or  both  of  them." 


succeeds. 


CHAPTER  XV 

CAUSING   THE   PROSPECT   TO   ACT   AT   ONCE 

I.      PERSUASION 

OUTLINE 

(I)  Persuasion  consists  in  emphasizing  the  "you"  attitude.  It  is  the  element 
of  direct  personal  appeal;  the  element  that  brings  home  vividly  to  the 
prospect  the  benefit,  or  enjoyment,  he  will  realize  from  the  purchase 
of  your  product. 

II)  Since  the  selling  appeal  should  be  closely  linked  with  the  needs  and 
desires  of  the  prospect,  it  follows  that  Persuasion  enters  into  all  of  the 
various  elements,  from  the  Beginning  to  the  Clincher.  Sometimes,  how- 
ever, a  short  paragraph  limited  solely  to  Persuasion  may  be  included  near 
the  end  of  the  appeal. 


CHAPTER  XV 

CAUSING    THE  PROSPECT   TO   ACT   AT   ONCE 
I.      PERSUASION  • 

IN  business  letter  or  advertisement,  Persuasion  aims  to  bring  vividly 
home  to  the  prospect  the  benefit  (or  enjoyment)  to  him  of  his  pos- 
session of  your  product  or  of  his  acceptance  of  your  proposal.  Persuasion 
is  the  element  of  direct  personal  appeal ;  the  element  that  emphasizes  to 
the  nth  degree  the  "you"  attitude,  showing  the  prospect  clearly  and 
specifically  wherein  the  product  matches  his  need  or  his  desire. 

"You  have  given  me  a  pretty  good  description  of  your  product,  so  I 
know  what  it  looks  like;  I  know  what  material  goes  into  it,  and  what 
service  it  renders.  I  have  proof  that  the  product  has  been  of  great 
service  to  others.  I  am  convinced  that  it  will  do  what  you  claim  for  it. 
All  well  and  good.  But  now  the  question  comes  up :  What  has  all  this 
to  do  with  me?"  Persuasion  answers  the  question.  It  is  that  part 
of  the  selling  appeal  written  with  an  eye  single  on  the  prospect.  He 
learns  from  other  elements  the  facts  about  the  product ;  Persuasion  shows 
him  the  direct  bearing  of  these  facts  upon  his  daily  life.  Persuasion 
permeates  the  whole  fabric  of  the  written  appeal,  it  leavens  the  whole 
lump.  It  enters  into  the  Beginning,  it  enters  into  Description  of  the 
product,  into  the  Inducement,  into  the  Clincher.  It  enters  into  the 
Beginning  of  the  letter,  since  here  you  bring  the  central  selling  argu- 
ment into  direct  relation  with  the  prospect 's  interests ;  into  Description, 
since  you  tell  the  prospect  about  the  product  in  such  a  way  as  to  cause 
him  to  visualize  himself  in  possession  of  the  product  and  in  enjoyment 
of  its  uses;  into  the  Inducement,  since  you  select  that  particular  one 
most  likely  to  influence  him;  and  into  the  Clincher,  since  you  select  for 
final  emphasis  the  selling  point  that  will  be  the  most  effective  in  causing 
him  to  act.  As  a  matter  of  fact  the  principles  of  Persuasion  determine 
in  a  manner  the  central  selling  point  around  which  the  letter  is  written. 

Every  letter  or  advertisement  must  limit  itself  to  information  closely 
related  to  the  prospect 's  needs ;  else  the  selling  appeal  will  not  compel  his 

203 


204  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

interest.  In  the  following  letter,  the  writer  takes  up  at  once  the  needs 
of  the  individual  prospect,  thus  bringing  in  the  persuasive  element  at  the 
beginning.  In  each  succeeding  paragraph,  the  persuasive  element  is 
emphasized : 

As  you  walk  home  at  night  have  you  ever  wondered  why  the 
street  lamps  gleam  so  steadity?  Answer — an  efficient  machine. 

Dynamos  are  so  efficient  because  they  operate  with  the  least 
friction  possible.  They  give  uninterrupted  service  at  minimum 
cost,  which  is  efficiency. 

In  packing  your  product  this  is  also  what  YOU  are  striving  for 
— uninterrupted  service  with  minimum  cost.  And  so  we  can 
help  you,  because  during  our  many  years'  experience  we  have  de- 
veloped waterproof  packing  paper  to  its  highest  point  of  efficiency. 

You  can  buy  our  product  cloth  lined,  plain,  innerstrung  with 
yarns,  whichever  you  wish.  If  we  haven't  what  you  want  in 
stock,  we  '11  make  it  for  you. 

In  fact,  we  're  equipped  to  transform  our  material  into  any 
special  shape  such  as  different  sized  sheets,  COILWRAP,  TIRE- 
WRAP,  BALEWRAP,  GUMMEDTAPE,  BARRELCOVERS,  etc. 
If  YOU  have  a  particular  packing  problem  just  write  us  a  letter 
and  we  '11  endeavor  to  work  it  out.  Our  facilities  and  service  are 
at  your  command. 

Do  you  ship  in  boxes?  Then  Angier  WATERPROOF  CASE- 
LINERS  made  like  the  enclosed  sample  are  just  the  thing. 
They  '11  enable  your  packer  to  give  you  better  protection  and  unin- 
terrupted service  at  minimum  cost. 

And  should  you  crate  your  shipments,  we  can  make  a  water- 
proof hood  or  CRATELINER  to  pull  down  over  your  product 
so  it  will  arrive  at  its  destination  looking  like  what  it  is — brand 
new. 

So  if  you  're  interested  in  CASE  or  CRATELINERS,  jot  down 
inside  dimensions  at  the  top  of  the  enclosed  card  and  we  '11  make 
up  a  sample  for  you — no  charge. 

Or  if  you  want  to  know  more  about  ANGIER  KEEPDRY,  IN- 
NERCOAT,  INNERSTRUNG,  etc.  (supplied  in  either  rolls  or 
sheets),  won't  you  just  check  the  post  card — and  drop  it  in  the 
next  mail? 


PERSUASION:  THE  "YOU"  ATTITUDE  205 

The  purely  persuasive  element  predominates  in  the  following  letter; 
and  the  ' '  you ' '  attitude  is  emphasized  from  the  very  start : 

You  are  called  by  the  sea.  You  are  lured  by  the  magic  of  the 
woods.  You  are  filled  with  the  desire  to  "get  away  from  it  all," 
to  let  the  world  go  hang — and  to  rest. 

To  lie  on  the  warm  sand,  drowsing  in  the  sun,  and  to  feel  the 
salt  air  in  your  face;  to  hear  the  surf  rhythmically  beating  in, 
watch  it  lazily  swish  at  your  feet  and  to  know  you  have  nothing 
to  do — this  is  rest.  This  is  real  relaxation. 

You  sleep  out  of  doors.  You  fall  asleep  watching  the  stars 
through  the  pines,  and  all  night  long  your  sleep  is  sound,  un- 
troubled. The  morning  brings  a  sense  of  well-being.  You  are 
glad  to  be  alive !  A  dip  in  the  breakers,  a  run  along  the  beach, 
and  you  are  ready  for  the  breakfast  that  has  been  prepared  for 
you.  There  is  fruit,  cereal,  delicious  coffee  with  rich  cream ;  and 
there  are  fresh  eggs  with  juicy  ham  or  waffles  and  maple  syrup. 
How  good  it  tastes! 

Ask  your  neighbor,  Mr.  Perry,  of  the  good  time  he  had  with  us 
last  season.  Ask  him  about  our  basket-lunches,  and  ask  him  what 
he  had  for  dinner.  Have  him  tell  you  of  those  little  attentions 
that  made  him  appreciate  our  service.  Get  him  to  tell  you  how 
he  spent  his  days,  boating,  fishing,  swimming,  or  just  lazing  about, 
and  you  will  want  to  come  at  once. 

Let  us  know  when  you  can  get  away  from  town.  Let  us  know 
when  to  expect  you;  your  room  will  be  waiting  for  you.  Come 
and  rest  at  Pine- Crest  by  the  Sea. 

Departing  from  the  practice  followed  in  the  above  two  letters,  you 
may  begin  the  selling  appeal  with  information  vital  to  the  prospect's 
interests,  and  wait  until  later  in  the  appeal  to  point  out  to  him  the 
specific  application  of  this  information  to  his  needs.  Note  that  the  per- 
suasive element  is  not  brought  in  until  the  concluding  paragraph  in  the 
following  letter: 

It  is  our  opinion  that  a  high  grade,  high  priced  automobile 
should  be  purchased  to  keep  and  use,  not  for  one  or  two  seasons, 
but  for  many. 

If  such  a  car  be  properly  maintained  and  regularly  and  expertly 


206  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

overhauled,  it  will  be  subject  to  but  little  mechanical  depreciation. 
It  will  continue  to  run,  and  run  well,  for  years. 

The  chief  direction  in  which  such  a  car,  so  maintained,  can  de- 
preciate is  one  of  style  and  minor  accessory  improvements.  Such 
depreciation  has  a  marked  effect  upon  the  value  of  a  car  IF  IT 
IS  TO  BE  SOLD.  It  has,  however,  little  effect  upon  the  value 
of  a  car  from  the  point  of  view  of  usefulness  to  its  owner. 

Fundamental  mechanical  changes  in  high  grade  cars  during  the 
past  five  years  have  been  very  slight.  Many  1909  models  are 
giving  their  owners  as  complete  satisfaction  as  when  new. 

Why  not  consider  your  car  as  a  permanent  investment  instead  of 
a  short  term,  quick  "turnover"  proposition?  Would  it  not  be 
better  business? 

Note  that  the  purely  persuasive  element  of  the  following  Short  Circuit 
appeal  is  not  introduced  until  within  the  last  paragraphs : 

Crisp,  scrunchy  trout  fried  to  a  delicate  gold  with  just  a  hint 
of  that  smoky,  campfire  flavor  that  no  chef  under  the  sun  can  ever 
imitate — that  's  real  food ! — 

Blue,  blue  water  with  lucid  depths,  just  begging  for  a  morning 
plunge — 

Swift  playing  currents  that  challenge  the  patldler  to  flex  every 
muscle  in  combat- 
Seasoned  old  guides  who  pull  on  their  pipes  as  they  tell  you 
impossible  yarns,  over  the  red  coals  of  a  dying  fire — 

Ah !  You  've  guessed  it !  Vacation !  That  magic  word  that 
promises  so  much. 

Sounds  like  a  James  Fenimore  Cooper  story,  does  n't  it  ?  And 
yet  it  's  possible  to  have  just  that  kind  of  a  time  if  you  go  to 
Miramichi. 

Can  you  imagine  what  two  weeks  of  roughing  it  like  that  would 
do  for  you  ?  Why,  man,  you  'd  be  a  changed  being,  after  sleeping 
out  under  the  stars  every  night  with  the  pungent  fragrance  of 
pines  in  every  lungful  of  crisp  night  air,  and  eating  rough,  whole- 
some food. 

It  's  only  an  overnight  trip  on  the  Southern  Pacific  to  Mira- 
michi. Stop  in  today  at  our  office  at  782  Jackson  Street,  and 


PERSUASION:  THE  "YOU"  ATTITUDE  207 

let  us  tell  you  the  rest  of  the  story.     You  never  knew  there  could 
be  such  a  vacation. 

In  many  letters,  a  brief  persuasive  paragraph  near  the  end  impresses 
upon  the  prospect  the  benefits  to  be  derived  by  him  from  possession  of 
the  product;  Such  paragraphs  are  the  following: 

In  your  own  office,  this  little  machine  will  soon  pay  for  itself— 
then  give  big  annual  returns,  as  well  as  insure  the  accuracy  of 
your  figure  work.  Can  you  afford  to  be  without  it? 


You  've  found  washing  clothes  a  drudgery ;  you  Ve  found  send- 
ing them  to  the  laundry  expensive.  Why  put  up  with  drudgery  or 
expense  any  longer  ?  Our  washing  machine  eliminates  both. 


You  owe  it  to  yourself  to  find  out  just  the  extent  to  which  this 
equipment  will  be  a  profitable  investment  for  your  department. 
If  it  will  lead  to  more  convenient,  efficient  and  economical  opera- 
tion, you  will  want  it.  If  not — "You  Can't  Buy  a  Multigraph 
Unless  You  Need  One." 

In  other  letters,  two  or  three  paragraphs  are  given  over  to  pure  per- 
suasion : 

Is  n  't  it  about  time  to  be  thinking  of  your  requirements  for 
Fall  packing?  In  just  this  morning's  mail  came  an  order  from 
our  old  friends,  J.  Van  Lindley  Nursery  Co.  (Pomona,  N.  C.),  for 
30  rolls  of  K1630— 36"  wide. 

Which  of  the  enclosed  samples  are  most  suitable  for  YOUR 
Fall  packing  and  how  many  rolls  will  YOU  need?  If  you  wish 
any  of  them  cut  into  sheets,  the  nominal  charge  is  25  cents  per  100 
yards. 


Next  time  you  dictate  to  a  stenographer  remember  this:  You 
are  stopping  her  in  her  work.  She  will  come  at  once  if  she  is 
available;  otherwise  you  will  wait  for  her  and  perhaps  lose  the 
logical  inspiration  you  have  all  ready  to  put  into  words. 

Likely  enough  when  you  start  dictating,  you  will  be  interrupted 


208     CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

— the  telephone,  a  visitor's  card,  a  subordinate  asking  for  instruc- 
tions. Your  stenographer  will  sit  there  meanwhile  waiting  for 
you  to  go  on.  And  you  will  finish  when  you  can. 

You  obviate  all  reason  or  necessity  for  this  waste  of  time  when 
you  dictate  on  the  Dictaphone.  And  you  save  at  least  a  third  on 
the  cost  of  letters  when  you  do. 

Note  that  by  emphasizing  strongly  the  persuasive  appeal,  the  follow- 
ing letter  secures  a  markedly  informal  tone : 

We  can  help  you— A  LOT  ! 

Think  how  much  YOU  can  USE  US  to  build  yourself  a  bigger, 
better-paying  glove  business. 

We  're  right  here,  in  the  West.  You  get  the  quickest  possible 
service,  only  a  few  days  and  you  have  the  gloves.  Our  reserve 
stock  is  complete,  so  you  can  really  USE  OUR  FACTORY  for 
your  stock  room.  And  our  busy  manufacturing  plant  is  YOURS. 
Our  dies — tools — machines,  and  trained  glove  makers  are  just 
eager  to  work  for  you. 

Then  if  we  happen  to  be  out  of  some  style  you  order,  do  we 
"back  order"  it— DO  WE? 

NOT  US  !— WE  MAKE  IT—q-u-i-c-k. 

This  means  DOLLARS  IN  YOUR  POCKET.  For  you  can  do 
more  business.  With  LESS  MONEY  TIED  UP.  Can  keep  your 
stock  fresh  and  clean  sending  mail  orders — often.  We  're  fixed 
to  give  you  just  a  little  Better  Service  than  ANYONE  ELSE- 
GOSPEL  TRUTH ! 

You  know  Harvey  Gloves — hand  and  machine  sewed.  They  're 
MONEY-MAKERS  for  you.  They  're  soft  and  snug.  They 
FIT  and  they  DON'T  RIP— THAT  '8  important. 

So  if  you  don't  use  us  y-o-u  l-o-s-e. 

Make  out  your  order  NOW — or  mail  card  for  samples  and  leave 
the  assortment  to  me.  I  '11  send  you  the  kinds  you  LIKE. 

It  's  your  move. 

Yours  for  quick  service — 

The  following  letters  are  ineffective  because  their  appeal  is  lacking 
entirely  in  the  persuasive  element : 


PERSUASION:  THE  "YOU"  ATTITUDE  209 

Answering  your  inquiry  we  hand  you  herewith  our  booklet 
which  you  will  find  full  of  valuable  information  regarding  piston 
rings. 

If  your  dealer  does  not  handle  Smith-Black  products  or  supply 
your  needs,  the  following  jobbers  carry  complete  service  and  can 
give  your  requirements. 

We  are  in  receipt  of  a  letter  from  the  S.  0.  Black  Electric  Co. 
of  St.  Louis,  advising  us  that  you  are  interested  in  the  X-RAY 
LITE. 

Inasmuch  as  we  have  a  stock  of  the  above  accessory,  we  would 
be  pleased  to  have  you  call  at  our  store,  1872  Blake  St.,  and  per- 
mit us  to  show  them  to  you. 
Trusting  to  see  you  at  an  early  date.  .  .  . 


CHAPTER  XVI 

CAUSING   THE  PROSPECT   TO   ACT   AT    ONCE 
II.      INDUCEMENT 

OUTLINE 

(I)  An  Inducement  presents  an  added  reason  for  purchase.     It  has  no  concern 
with  the  merit  of  the  product;  it  simply  presents  a  concession,  and  this 
concession  relates  to  the  conditions  under  which  the  product  may  be  pur- 
chased. 
(II)  Inducements  are  of  the  following  sorts: 

(a)  A  reduction  in  purchase  price. 

(b)  Payment  on  easy  terms. 

(c)  Special  service. 


CHAPTER  XVI 

CAUSING    THE   PROSPECT   TO   ACT    AT   ONCE 
II.       INDUCEMENT 

AN  Inducement  is  an  added  reason  for  purchase.  Its  purpose  is  to 
stimulate  to  immediate  action.  It  has  no  concern  with  the  merit 
of  the  product :  it  simply  presents  a  concession,  and  this  concession 
relates  to  the  conditions  under  which  the  product  may  be  purchased. 
It  offers  a  reduction  in  price,  or  payment  on  easy  terms,  that  lightens 
the  financial  stress  of  purchase:  or  it  offers  a  special  service  that  will 
increase  the  benefit  and  thus  will  assure  to  the  prospect  value  in  full  for 
his  money. 

Consider  first,  Inducements  that  consist  in : 

(1)  A  reduction  in  price. 

(2)  Payment  on  easy  terms. 

(1)  A  reduction  in  price. 

The  reduction-in-price  Inducement  must  be  attended  by  an  explana- 
tion that  makes  the  ' '  cut ' '  plausible ;  by  an  explanation  that  divorces  the 
price  reduction  from  suspicion  of  "cheapening"  the  product  in  quality 
or  in  desirability.  Naturally  the  prospect  assumes  that  a  standard 
product  is  worth  the  fixed  price.  A  sudden,  unexplained  reduction  in 
price  will  react  in  such  a  way  as  to  destroy  confidence. 

The  following  reasons  and  devices  are  effective  in  explaining  a  cut 
in  price : 

(1)  Discount  for  cash. 

(2)  Cut  in  price  applying  only  to  a  specially  favored  list  of  old 
customers. 

(3)  For  a  limited  period,  as  an  introductory  offer  to  familiarize 
the  buyirg  public  with  the  quality  of  the  product. 

213 


214  CAUSING  THE  PKOSPECT  TO  ACT  AT  ONCE 

(4)  Because  of  the  sale  of  the  product  "direct  from  factory  to 
consumer, ' '  with  the  elimination  of  middlemen 's  profits. 

(5)  To  keep  up  volume  of  trade  during  dull  period   (generally 
during  the  summer  months). 

(6)  Because  goods  have  been  slightly  soiled,  although  not  mate- 
rially injured. 

(7)  Because  of  special  sales — month-end,  anniversary,  quarterly, 
removal,  etc. 

These  and  other  related  Inducements  of  cut  in  price  enter  into  a 
large  number  of  successful  selling  appeals.  Whatever  the  explanation, 
it  must  be  straightforward,  based  upon  fact ;  it  must  voice  a  frank  dis- 
closure of  the  manufacturer's  or  dealer's  position. 

In  each  of  the  above  methods  of  explaining  reduction  in  price,  pos- 
sibly excepting  (2)  and  (4),  the  time  element,  it  will  be  noted,  is  an  all- 
important  factor.  That  is,  the  price  reduction  is  contingent  upon  the 
prospect's  acting  within  a  limited  period.  At  the  end  of  this  set  time 
the  price  will  go  back  to  the  fixed  figure,  or  the  goods  specially  priced, 
be  disposed  of.  By  impressing  upon  the  prospect  that  the  special  oppor- 
tunity is  his  only  if  he  accepts  without  delay,  you  may  the  more  certainly 
spur  him  to  immediate  action.  Ordinarily,  then,  there  are  two  separate 
elements  to  the  Inducement : 

(a)  Setting  forth  the  Inducement  itself. 

(b)  Reminding  the  prospect  that  he  will  lose  the  advantage  of- 
fered by  it  unless  he  acts  at  once. 

Note,  in  the  following  Inducements,  that  both  these  elements  are 
brought  into  play: 

We  have  never  reduced  the  price  of  Blenton's  Coffee  for  pur- 
poses of  "special  sale. ' '  We,  can 't  afford  to.  We  put  the  highest 
quality  into  it  and  then  charge1  a  price  that  will  enable  us  to  realize 
a  fair  profit. 

We  do,  however,  offer  Blenton's  at  a  special  reduction  in  price, 
when  introducing  it  into  territories  where  it  is  not  ye.t  known. 
This  introductory  price  is  40  cents  a  pound — a  reduction  of  25 
cents.  Each  person  is  limited  to  ten  pounds. 

Once  you  have  ordered  Blenton's  Coffee  you  will  prefer- it  for  its 


INDUCEMENT :  A  REDUCTION  IN  PRICE  215 

smoothness — its  richness — its  fine  aroma.  You  will  order  it  ag'ain 
and  again.  You  will  tell  your  friends  about  it.  That  's  why  it 
pays  us  to  make  this  special  introductory  offer. 

But  remember  this:  the  special  offer  lapses  after  next  Monday. 
You  have  our  word  for  it  that  it  will  not  ~be  repeated.  After 
Monday,  Blenton's  Coffee  will  sell  in  San  Antonio ,  as  elsewhere, 
at  the  fixed  price  of  65  cents  a  pound.  So  this  unusual  opportun- 
ity will  ~be  yours  only  if  yon  order  from  your  regular  grocer  at* 
once. 


This  month  is  "between  seasons"  in  the  tailoring  business. 
It  's  too  late  for  my  customers  to  order  summer  suits;  it  's  too 
early  for  them  to  think  about  ordering  for  the  fall  and  winter. 

Of  course  it  's  to  my  interest  to  keep  my  expert  workmen  busy 
this  month,  too — even  if  I  have  to  charge  less  for  the  suits  they 
make.  So  I  Ve  decided  upon  a  blanket  reduction  of  20  per  cent 
on  the  first  200  suits  ordered. 

I  am  first  notifying  my  regular  customers  of  this  reduction. 
Farly  next  week  I  shall  advertise  it  to  the  public.  A  saving  of 
20  per  cent  on  a  $60  suit  ?  Figure  out  for  j^ourself  what  that 
amounts  to.  And  3rou  have  the  best  grades  of  fall  suitings  to 
select  from.  Only  you  'II  have  to  hurry  to  get  one  of  the  200. 

The  explanation  of  the  Inducement  comes  first,  then  the  reminder. 
The  reminder  of  loss  through  delay  acts  as  a  positive  stimulus  to 
immediate  action,  and  hence  provides  effective  material  for  the  close 
of  the  appeal. 

An  Inducement,  equivalent  to  a  reduction  in  price,  consists  in  offer- 
ing two  articles  for  the  price  of  one.  Magazine  and  book  publishers  fre- 
quently employ  this  inducement,  as  follows : 

With  every  subscription  to  ' '  IDEAS ' '  received  before  January, 
we  will  include  a  copy  of  the  practical  handbook  for  business 
executives,  "Business  Problems  Made  Easy."  Over  20,000  copies 
of  this  book  have  been  sold  at  the  regular  price  of  $1.  You  get 
it  free  of  charge  with  a  $2  subscription  to  "IDEAS" — if  you  act 
at  once. 

An  Inducement  informing  that  an  advance  in  price  is  imminent  is  of 


216  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

similar  nature  to  one  offering  an  actual  cut  in  price.  It  presents  an 
opportunity  of  saving  money  by  immediate  purchase.  Note  the  follow- 
ing: 

There  have  been  strong  advances  in  diamond  prices  during  the 
past  five  months.  However,  our  foreign  agencies'  contracts  en- 
able us  to  offer  diamonds  in  many  of  the  weights  at  the  prices 
quoted  in  the  net  price  list  attached  to  the  front  cover  of  our 
" Diamond  Booklet."  These  prices  will  be  maintained  for  the 
next  60  days  only,  after  which  time  we  look  for  a  still  further 
advance. 

The  prices  we  quote  you  are  special  wholesale  net  cash  factory 
prices  for  an  immediate  order.  The  increasing  cost  of  bicycle 
material  and  labor  may  make  it  necessary  to  increase  these  prices 
in  the  near  future. 

An  Inducement  announcing  that  unless  the  prospect  orders  at  once, 
it  may  be  impossible  to  obtain  the  product  at  any  price,  is  similar  to  the 
above.  Note  the  following : 

With  the  exceptional  shortage  of  cars  which  we  are  experi- 
encing, an  early  selection  is  advisable. 

May  we  have  the  opportunity  of  talking  over  our  transportation 
requirements  for  the  coming  season? 

A  'phone  call  will  bring  a  Twin-Six  to  your  door. 

The  following  letter  is  devoted  entirely  to  a  reduction-in-price  In- 
ducement. Such  a  letter  may  be  employed  provided  previous  letters 
or  advertisements  have  convinced  the  prospect  of  the  merits  of  your 
product  : 

Dear  Sir: 

$2  to  $3  a  dozen  EXTRA  PROFIT. 

Do  you  want  it  ? 

Last  week  I  was  in  Chicago  buying  leather  to  cut  up  into 
"HARVEY  GLOVES."  Prices  were  STIFF,  but  I  found  one 
of  the  tanners  who  needed  business  pretty  badly,  and  I  got  some 
high-grade  horse-hide  at  a  low  grade  price — bought  ALL  I  COULD 
GET. 


INDUCEMENT:  A  REDUCTION  IN  PRICE  217 

It  's  being  made  into  Gloves  NOW.  Samples  ready  NEXT 
WEEK.  Ten  days  later  the  BEST  WILL  BE  GONE.  (Our 
salesmen  won't  have  these.  This  lot  goes  quick  to  MAIL  ORDER 
CUSTOMERS  ONLY.) 

$9  will  buy  gloves  worth  $12 ! 

Want  to  see  them?  You  really  CAN'T  AFFORD  to  miss  this 
chance. 

Just  mail  the  enclosed  card.  DO  IT  THIS  MINUTE,  while  you 
have  it  in  mind,  and  I  '11  send  you  on  approval  1  Dozen  Pairs — 
12  kinds— of  these  SPECIALS— prepaid. 

Return — at  our  expense — any  or  all  of  them,  and  order  those 
you  want. 

Act  now — These  won't  last. 

(2)   Inducements  offering  payment  on  easy  terms. 

The  Inducement  offering  payment  by  installments,  or  on  specially 
extended  credit  terms,  is  frequently  based  upon  this  principle:  "Let 
the  product  pay  for  itself";  or,  "Enjoy  the  product  while  you  are 
paying  for  it. ' '  For  example : 

I  will  send  you  your  choice  of  three  washers  on  30  days'  trial, 
freight  prepaid.  You  don't  invest  a  penny  or  even  decide  to  buy 
until  the  washer  has  been  used  a  month. 

Then  you  can  pay  me  in  monthly  installments,  or  you  can  pay 
me  in  cash  and  get  the  cash  discount,  if  you  prefer. 

You  won't  have  to  delay  on  account  of  price,  for  I  make 
washers  all  the  way  from  $6.50  up.  Any  one  of  them  will  save 
you  at  least  80  cents  a  week,  outside  the  saving  on  clothes.  And 
that  is  more  than  you  pay  by  installments. 

And  a  second  example : 

The  terms  of  payment  for  the  Nutshell  Course  are  so  easy 
that  they  need  stand  in  nobody's  way — only  $1  down,  and  then 
$4  a  month  for  six  months. 

Think  what  a  small  sum  this  is  when  compared  with  the  in- 
creased earning  power  which  the  Nutshell  Course  tan  give  you. 

Even  a  $5  raise  in  salary  would  pay  the  entire  cost  in  five  weeks. 


218  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

The  "let  the  goods  pay  for  themselves"  Inducement  is  emphasized 
in  the  following  letter  to  a  dealer: 

This  morning  I  am  sending  you  a  package  by  insured  parcel 
post. 

There  's  a  mighty  interesting  story  back  of  that  package.  A 
few  weeks  ago  The  Palmolive  Company  ran  a  national  magazine 
advertisement  introducing  Palmolive  Shaving  Cream.  We  of- 
fered to  send  a  sample  tube  of  the  cream  upon  receipt  of  ten 
cents.  Eighteen  thousand  men  sent  their  dimes  to  Milwaukee. 

The  minute  each  man  applied  that  rich,  creamy,  delightfully 
soothing  Palm  and  Olive  oil  lather,  he  KNEW  that  at  last  he  had 
found  HIS  shaving  cream. 

And  almost  to  a  man,  that  army  of  satisfied  shavers  went  a-shop- 
ping  for  Palmolive.  Thousands  of  full-sized  tubes  were  purchased. 
Hundreds  of  men  asked  their  druggists  for  Palmolive — and 
couldn't  get  it.  I  know,  because  they  took  the  trouble  to  write 
and  tell  me  so. 

That  was  what  worried  me.  Here  were  men  sold  on  Palmolive. 
Ready  and  anxious  to  purchase.  And  no  shaving  cream  to  meet 
the  demand.  Another  full-page  advertisement  in  colors  was 
scheduled  for  the  "SATURDAY  EVENING  POST,"  issue  of 
April  19th.  We  were  face-to-face  with  the  same  condition.  I 
spent  a  lot  of  time  studying  the  problem,  and  the  result  was — 
that  package  I  sent  you  this  morning. 

In  that  box  you  will  find  one-dozen  35-cent  packages  of  Palm- 
olive  Shaving  Cream,  with  an  attractive  container ;  twelve  sample 
tubes  to  distribute  among  your  best  trade;  an  attention-compelling 
counter  display  and  two  full-sized  reproductions  of  that  "SATUR- 
DAY EVENING  POST"  advertisement. 

In  sending  you  this  package,  I  am  not  trying  to  force  a  lot  of 
goods  on  you.  I  am  not  even  asking  you  to  buy  anything  now. 
But  here  's  what  I  want  you  to  do :  Place  that  carton  of  shaving 
cream  on  your  show-case,  along  with  the  counter  display;  dis- 
tribute those  samples  to  representative  men  in  your  town ;  and  put 
up  those  magazine  reproductions  in  your  store  in  good  time  to  link 
up  with  our  national  campaign,  which  will  be  launched  April  19th. 

So  whole-heart edlv  do  I  believe  in  Palmolive  that  if  you  will 


INDUCEMENT:  PAYMENT  ON  EASY  TERMS  219 

co-operate  with  me,  I  will  GUARANTEE  the  sale  of  this  shaving 
cream.  You  are  at  liberty  to  return  all  or  any  part  of  this  dozen 
of  Palmolive  Shaving  Cream  if  it  does  not  sell.  Pay  the  enclosed 
memorandum  invoice  when  you  have  sold  the  goods.  Isn't  that 
fair  enough  ? 

No  shaving  cream  manufacturer  ever  made  you  this  kind  of  a 
proposition  before.  But  Palmolive  is  so  much  better  than  any 
shaving  cream  on  the  market,  that  I  know  I  am  playing  safe. 
Take  home  one  of  those  sample  tubes  tonight.  Try  the  cream 
tomorrow  morning,  and  you  will  agree  with  me. 

Consider  now  the  third  form  of  Inducement : 

(3)   Special  Service. 

The  offer  of  special  service  expresses  or  implies  a  willingness  on  the 
seller's  part  to  co-operate  with  the  prospect  to  the  prospect's  benefit. 
This  service  may  be  advanced  readily  without  suspicion  of  * '  cheapening ' ' 
the  product.  Without  money-charge,  the  manufacturer  may  provide  form 
sales  letters,  on  the  dealer 's  stationery,  to.  be  mailed  by  the  dealer  to  local 
trade;  or  he  may  offer  to  bear  the  expense  of  a  local  newspaper  adver- 
tising campaign,  or  he  may  install  window  displays,  or  demonstration 
stands  or  he  may  have  his  trained  salesman  instruct  the  grocer's  clerks 
in  the  sale  of  the*  product. 

Some  concerns  introducing  a  new  brand  of  goods  have  extended 
dealer-co-operation  to  such  a  limit  as  to  take  surplus  stock  of  competing 
products  off  the  dealer's  hands.  The  vast  majority  of  concerns  furnish 
the  dealer  pamphlets  and  circulars  descriptive  of  their  products,  to  fa- 
cilitate sales. 

Again,  the'  manufacturer  may  include  in  his  advertisement  of  the 
product  a  coupon  calling  for  samples.  The  names  and  addresses  of 
persons  sending  in  these  advertisement  coupons  furnish  a  ready  reference 
list  of  prospects  in  a  dealer's  neighborhood.  The  manufacturer  then 
acquaints  the  dealer-  with*  this  list  and  agrees  to  send  out  sales  letfers 
advertising  the  product  and  the  dealer  jointly,  provided  the  dealer  will 
place  a  trial  order.  These  sales  letters  may  inclose  coupons  good  for 
second  samples  to  be  obtained  at  the  grocer's,  or  coupons  <?ood  for  a  price 
reduction.  In  either  or  any  event,  the  dealer  stands  a  good  chance  of 
adding  to  his  list  of  permanent  customers,  new  customers  directed  to  his 
store  through  special  service. 


220  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

The  following  letter  illustrates  one  method  of  co-operating  with  the 
dealer : 

You  will  find  attached  a  list  of  customers  to  whom  you  plan 
giving  a  can  of  Beech-Nut  Jellied  Peach  in  accordance  with  the 
sampling  arrangement  made  with  you  by  our  representative. 

Letters,  of  which  the  one  attached  is  a  copy,  have  gone  forward 
to  all  these  customers,  advising  that  a  can  of  Beech-Nut  Jellied 
Peach  will  be  given  them  with  your  and  our  compliments.  We 
suggest,  therefore,  in  presenting  the  sample  that  you  make  men- 
tion of  this  letter  personally  or  by  note,  so  that  there  will  be  no 
misunderstanding. 

Of  course  the  whole  success  of  this  sampling  arrangement  as 
far  as  you — as  far  as  we — are  concerned,  depends  upon  the  repeat 
business  secured.  We  have  provided  the  product — and  what  's 
more — the  flavor  in  the  product — the  rest  is  up  to  you. 
i  When  you  have  made  prompt  delivery  of  the  24  cans,  sign  and 
return  blank  to  us.  We  shall  be  glad  to  mail  you  check  to  cover 
the  retail  price ....  cents  a  can  as  soon  as  the  list  is  received. 

Note  in  the  above  letter  that  the  grocer  gets  the  full  purchase  price, 
just  as  though  an  actual  sale  had  been  made.  The  customer's  knowl- 
edge of  this  fact  forestalls  any  impression  of  "cheapening"  of  the 
product,  as  would  be  the  case  were  the  Jellied  Peach  * '  given  away  free. ' ' 
Once  a  customer  sees  a  product ' '  given  away  free, "  he  is  relucjtant  to  pay 
out  his  money  when  it  comes  time  to  re-order. 

Here  is  a  letter  that  offers  advertising  as  a  special  Inducement : 

Introducing  Beech-Nut  Jaffee — the  National  Meal-Time  drink. 

Commencing  October  7,  we  're  going  to  tell  the  story  of  Beech- 
Nut  Jaffee  in  the  Omaha  papers — three  ads  a  week.  We  are 
going  to  continue  for  at  least  six  months. 

From  October  18  to  26,  we  '11  be  serving  Beech-Nut  Jaffee  to 
the  people  of  Omaha  and  vicinity,  to  some  of  your  customers,  no 
doubt,  at  the  "World-Herald"  Food  Show. 

Maybe  our  salesman  has  told  you  about  Beech-Nut  Jaffee.  If 
not,  he  will.  Your  jobber  has  Jaffee.  It  'a  ....  dollars  a  case — a 


INDUCEMENT:  SPECIAL  SERVICE  221 

small  investment  for  tying-  up  with  the  advertising  campaign  we 
are  putting  on. 

The  following  letter  offers  another  advertising  form  of  Inducement 
to  the  dealer : 

Have  you  a  mailing  list  ? 

Good! 

Let  us  know  how  many  names  you  have  so  we  can  co-operate 

in  selling  the  silks  to  every  woman  in  your  vicinity  who  is 

likely  to  buy  silks. 

How? 

Simply  by  having  you  tell  her  the  same  story  we.  have  been 
telling  you. 

We  make  this  easy  by  giving  you  as  many  booklets,  and  form 
letters,  like  the  enclosed,  as  you  need  to  go  round  your  list. 

That  will  mean  a.  lot  of  additional  business  for  you. 

Offers  of  special  service  to  individual  prospects  aside  from  dealers 
are  quite  varied.  They  include :  an  offer  of  special  repair  and  main- 
tenance service ;  an'  offer-  to  install-  the  product  free  of  charge  and  to 
explain  its  operation ;  an  offer  of  inspection,  at  regular  intervals,  etc. 

An  offer  of  expert  advice  on  business  problems,  given  without  obli- 
gating the  prospect  to  purchase,  is  a  service  Inducement  that  is  becoming 
increasingly  popular.  The  factoiy  expert,  in  such  a  case,  assumes  the 
role  of  impartial  business  adviser.  That  is,  if  he  finds  that  conditions 
do  not  make  the  purchase-  of  the  product  a  profitable  investment,  he 
frankly  says  so,  giving  up  at  once  all  idea  of  making  a  sale.  Manu- 
facturers of  automobile  delivery  trucks  have  advised  owners  of  a  certain 
class  of  merchandise  stores  against  replacing  horse-drawn  delivery 
wagons  with  automobile  delivery,  on  the  ground  that  frequent  stops  on 
the  delivery  routes,  with  long,  "waits"  while  delivering  packages  up 
long  flights  of  stairs,  make  auto-delivery  unrem-unerative. 

Here  is  an  example  of  how  this  policy  works  out : 

A  railroad-presideiit-farmer  telephoned  an  order  to  one  of  our 
branch  houses  for  a  10-20  tractor  to  be  sent  immediately  to  his 
farm.  We  didn't  fill  the  order.  Instead,  we  put  Harvester 
service  on  the  job;  discovered  that  his  farm  was  too  hilly. 


222     CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

Then  we  had  a  job  convincing  him  that  we  couldn't  afford  to 
sell  him  a  tractor  at  any  price,  because  on  his  farm  a  tractor 
wouldn't  make  good  in  delivering  satisfactory  power.  That  is 
part  of  Harvester  policy  and  Harvester  service. 

The  Multigraph  Co.  expresses  in  their  trade  slogan  the  principle 
involved  in  the  above  letter:  "You  can't  buy  a  Multigraph  unless  you 
need  one. ' ' 

The  following  letter  illustrates  the  application  of  this  principle : 

Recently  a  number  of  letters  were  addressed  to  you  concerning 
the  economies  of  Packard  Freight  Transportation  in  other  lines 
of  business. 

In  talking  this  matter  over  with  Mr.  Brown,  our  general  man- 
ager, it  occurred  to  him  that  we  should  extend  an  invitation  to  a 
few  of  our  friends  to  have  Mr.  R.  G.  Reynolds,  Packard  Trans- 
portation Engineer,  make  an  analysis  of  their  haulage  problem. 

Mr.  Reynolds  has  been  assisting  in  the  revision  of  delivery  and 
haulage  systems  in  over  a  hundred  different  lines  of  business 
throughout  this  locality  and  has  a  good  collection  of  interesting 
data  on  speeding  up  loading  and  unloading,  routing  and  the 
general  handling  of  trucks. 

Don't  feel  for  one  minute  that  Mr.  Reynolds'  work  obligates 
you  to  the  Packard  Company.  His  service  is  entirely  free,  and 
most  cheerfully  offered. 

Just  call  me  on  the  'phone  and  I  '11  see  that  Mr.  Reynolds  stops 
in.  It  will  be  a  pleasure  for  us  to  assist  you  in  any  way. 

A  service  Inducement  may  consist  in  a  courteous  offer  to  assist  the 
customer  in  working  out  his  business  problems : 

Just  because  a  sale  has  been  made,  don't  think  that  our  interest 
in  your  business  progress  has  ended.  We  are  anxious  and  willing 
at  all  times  to  have  you  consult  with  us  concerning  your  business 
problems.  Our  staff  of  installation  experts  is  at  your  command, 
ready  to  advise  you  concerning  any  difficulty  that  may  come  up. 
Call  upon  us  when  we  may  serve  you  again. 

A  manufacturer  offers  this  service  Inducement : 


INDUCEMENT:  SPECIAL  SERVICE  223 

Shipments  are  made  within  an  hour  after  your  order  gets  here, 
in  almost  every  instance.  That  ought  to  interest  you,  as  you 
probably  want  what  you  want  when  you  want  it — not  later  on. 

A  '  *  money-back-if-not-satisfied "  guarantee  partakes  of  the  nature  of  a 
special  service  Inducement  in  that  it  makes  certain  the  benefit  to  the  pur- 
chaser. Note,  in  the  following,  that  the  Inducement  combines  with  itself 
an  offer  to  give  instruction  in  the  use  of  the  product : 

We  install  the  system,  train  your  dictators  and  stenographers 
to  use  it,  without  any  interruption  of  the  current  work.  If  we 
don't  prove  it  will  save  its  cost,  we  will  take  it  out  and  thank 
you  for  having  given  us  the  opportunity.  Just  give  us  the  chance. 


CHAPTER  XVII 

CAUSING   THE   PROSPECT    TO   ACT  AT    ONCE 

III.       THE   CLINCHER 

OUTLINE 

I.  The  purpose  of  the  Clincher  is  to  overcome  the  prospect's  human  tendency 
to  procrastinate;  to  cause  him  to  act  at  once  upon  the  basis  of  his  buying- 
decision  formed  by  the  previous  elements  of  the  selling  appeal. 
II.  The  three  elements  of  the  Clincher  are : 

(a)  Sum  up  persuasively  the  central  selling  appeal. 

(b)  Make  it  easy  for  the  prospect  to  order. 

(c)  Employ  a  psychological  urge  to  "do  it  now." 

III.  The  Clincher,  all  other  parts  of  the  letter  aside,  must  be  free  from  "nega- 
tive suggestion";  it  must  be  free  from  any  expression  of  doubt  or  uncer- 
tainty. 


CHAPTER  XVII 

CAUSING   THE   PROSPECT   TO   ACT   AT   ONCE 
III.       THE    CLINCHER 

"The  purpose  of  the  'closer'  is  to  focus  the  prospect's  mind,  while  he  still 
has  the  matter  clearly  in  his  thoughts,  on  the  idea  of  doing  at  once  what  the 
writer  of  the  letter  wants  him  to  do." — David  Morantz,  in  "System." 


WHAT  does  the  experienced  salesman  say  or  do  in  the  final  crucial 
moment  that  brings  to  a  close  the  selling  appeal  ?  He  throws  in 
a  quick,  terse  sentence  or  two  that  sums  up  in  a  persuasive  way  the 
force  of  the  central  selling  appeal,  and  drives  it  home,  for  the  final 
impression  left  on  the  mind  of  the  prospect  must  be  one  that  is  unified, 
vivid,  real.  Here,  no  elaboration !  It  would  only  bore  the  prospect  in 
your  " sales  talk,"  or,  perhaps,  cause  him  to  begin  anew  the  process 
of  making  up  his  mind. 

How  brief  and  effective  is  this  summing  up  in  the  letter  on  page  154 ! 
Six  words — ' '  You  will  sleep  like  a  child. ' '  The  central  selling  appeal,  in 
the  sale  of  the  mattress,  is  to  the  emotion  of  comfort.  This  is  intro- 
duced in  the  first  sentence  and  developed  in  the  succeeding  paragraphs. 
Then,  from  the  prospect's  viewpoint,  the  persuasive  Clincher  phrase 
sums  up  the  whole  matter.  It  's  the  kernel  of  the  nut  you  've  been 
cracking. 

Again,  the  experienced  salesman  will  take  every  means  to  make  it 
easy  for  the  prospect  to  act.  He  will  place  an  order  book,  open  at  the 
proper  place,  before  the  prospect;  he  will  indicate  the  place  for  the 
signature ;  he  will  proffer  his  fountain  pen.  To  attain  a  like  result  in 
the  sales  letter,  he  will  inclose  a  stamped,  addressed  envelope;  he  will 
give  the  telephone  number  of  his  local  office;  he  will  inclose  a  return 
postcard  with  space  left  blank  for  signature ;  he  will  slip  in  order  blanks 
upon  which  the  prospect  conveniently  may  indicate  his  choice.  To 
attain  a  like  result  in  the  advertisement,  the  efficient  salesman  will  make 
certain  that  the  attached  coupon  can  be  easily  filled  out;  he  will  make 

227 


228  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

certain  the  prospect  is  told  how  and  where  he  can  buy  the  product. 
Manufacturers  whose  products  are  sold  at  every  grocery  store  in  the 
land,  find  it  yet  worth  their  while  to  state  specifically  in  their  advertise- 
ments: "At  your  grocer's." 

The  efficient  salesman  will  sedulously  exclude  from  the  appeal  of 
the  Clincher  all  negative  ideas.  Of  all  elements  of  the  selling  appeal, 
the  Clincher  especially  must  take  it  for  granted  that  the  prospect  is 
going  to  act  as  you  want  him  to  act.  In  the  Clincher,  therefore,  the 
writer  uses  the  positive  form,  "Take  advantage  of  this  opportunity  for 
advancement";  not  the  negative  form,  "Do  not  fail  to  take  advantage  of 
this  opportunity  for  advancement."  He  avoids  the  use  of  a  doubtful 
expression,  such  as:  "If  you  are  interested  in  our  proposition,  go  and 
see  our  local  agent."  He  employs  in  its  stead  a  positive  urge,  in  the 
imperative  form:  "See  our  local  representative,  H.  H.  Jones,  of  228 
High  Street ;  what  he  has  to  say  will  mean  dollars  to  you. ' '  This  urge, 
in  the  imperative  form,  acts  as  a  psychological  stimulus  in  overcoming 
the  inherent  tendency  of  procrastination,  of  "putting  off  today  what 
can  be  done  tomorrow." 

The  three  elements  of  the  Clincher,  as  indicated  above,  may  be  out- 
lined as  follows  : 

(1)  Sum  up  persuasively  the  central  selling  point. 

(2)  Make  it  easy  for  the  prospect  to  order. 

(3)  Employ  a  psychological  urge  to  "do  it  now." 


(1)   Sum  up  persuasively  the  central  selling  appeal. 

Of  the  three  elements  of  the  Clincher,  the  most  important  one  is  this 
final  emphasis  of  your  central  thought.  This  adds  effectiveness  to  let- 
ters, advertisements,  and  "business  talks"  of  every  kind.  No  matter 
what  your  theme  may  be,  there  exists  within  it  a  main,  central  thought. 
This  central  thought  you  must  impress  upon  the  mind  of  the  person 
you  are  addressing.  If  you  are  writing  a  letter,  or  advertisement,  urging 
the  purchase  of  your  product,  your  central  thought  likely  will  be  the 
specific  application  of  one  all-important  point  of  superiority  of  the 
product  to  the  immediate  need  of  the  prospect's.  In  writing  a  letter 
acknowledging  a  business  favor  extended  to  you,  your  central  thought 
likely  will  be  the  expression  of  courtesy ;  if  acknowledging  an  order  from 
a  new  customer,  the  service  you  are  ready  to  extend  him  on  future  orders ; 


SUMMING  UP  THE  CENTRAL  SELLING  POINT         229 

if  collecting  an  overdue  account,  the  injury  to  the  debtor's  business 
standing  from  further  delay.  It  is  essential  that  you  leave  on  the  pros- 
pect's  mind  an  impression,  unified,  vivid,  of  just  what  your  message 
"boiled  down"  to  a  few  words,  means  to  him. 

"The  reputation  of  Beech-Nut  products  will  bring  you  business," 
is  the  message  to  the  grocer  in  a  letter  from  which  the  following  Clincher 
is  taken : 

Call  the  attention  of  your  friends  to  these  Jellied  Fruits.  Tell 
them  these  products  carry  behind  them  the  reputation  of  Beech- 
Nut  as  to  quality  and  packing.  We  are  confident  that  business 
will  result. 

The  following  Clincher  sentences  sum  up  briefly  and  vigorously  the 
central  selling  appeal : 

Manj-  concerns  find  that  even  after  ten  years'  use  the  resale 
price  of  Packard  transportation  units  counts  materially  towards 
the  purchase  of  new  equipment.  (C.  S.  P.:  Endurance  plus 
economy.) 

The  Essex  knows  no  seasons.  (C.  S.  P.:  The  Essex  is  an  all- 
season  car.) 

It  pays  them  to  use  Caterpillars;  there  is  no  reason  why  it 
shouldn't  pay  you,  too.  (C.  S.  P.:  Endurance  plus  economy.) 

Just  think  of  one  thing  in  the  mental  comparisons  you  make 
of  the  Monroe  with  your  present  equipment.  "With  the  Monroe, 
I  know  my  answer  is  correct."  (C.  P.  S. :  Accuracy.) 

It  (Aunt  Jemima  Flour)  is  a  profitable  article  to  sell  because 
it  is  a  good  article  well  advertised,  which  means  quick  turnovers, 
and  quick  turnovers  mean  more  profits.  (Letter  to  jobbers;  C. 
S.  P.:  Money-Gain.) 

You  obviate  all  reasons  or  necessity  for  waste  of  time,  and  in- 
convenience in  dictating  when  you  dictate  to  the  Dictaphone. 
And  you  save  at  least  a  third  on  the  cost  of  your  letters.  C.  S. 
P.:  Money-Saving.) 


230     CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

Just  as  a  tractor  gives  you  new  interest  in  plowing  and  harvest- 
ing, a  Burroughs  Machine  will  lend  new  interest  to  bookkeeping. 
(C.  S.  P.:  Burroughs  Figuring  Machine  eliminates  drudgery.) 

Sit  down  now  and  figure  what  it  costs  you  to  have  your  thrash- 
ing done,  not  only  the  cost  per  bushel  that  the  thrasherman 
charges,  but  all  the  incidental  expense  you  know  so  well.  Then 
compare  this  with  what  you  would  gain  by  owning  a  New  Racine 
Thrasher.  (C.  S.  P.:  Money- Saving.) 

The  kind  of  information  "Printer's  Ink"  supplies  is  just  what 
you  yourself  would  gather  if  you  had  the  time  or  could  spare  the 
time  of  your  best  man  for  investigative  work.  (C.  S.  P.;  Added 
Business  Efficiency.) 

Earn  your  legitimate  profit  by  seeing  that  there  are  no  empty 
COUNCIL  Meatshelves.  (C.  S.  P.:  Money-Saving.) 

Let  me  save  you  money.  I  have  your  size  in  stock.  (C.  S.  P. : 
Money-Saving.) 

(2)  Make  it  easy  for  the  prospect  to  order. 

Consider  the  employment  of  the  following  devices  in  making  it  easy 
for  the  prospect  to  order : 

If  your  checkbook  isn't  handy,  just  write  "0.  K."  on  the 
space  at  the  bottom  of  this  letter,  -and  sign  your  initials.  Then 
return  the  letter  in  the  stamped,  addressed  envelope.  We  shall 
consider  your  0.  K.  an  order  for  a  year's  subscription,  and  bill 
you,  in  due  course — two  dollars.  Mail  the  letter — NOW. 

Just  write  your  answer  on  the  back  of  this  letter.  That  will 
save  you  a  lot  of  trouble  and  it  will  also  enable  us  to  serve  you 
promptly. 

The  facilities  of  this  office,  backed  by  eighteen  years  of  experi- 
ence in  this  territory,  are  at  the  other  end  of  your  telephone,  there 
in  front  of^you.  Our  number  is  Main  3800. 

Just  wrap  a  dollar  bill  in  this  letter  at  our  risk,  and  mail  it  at 


MAKING  IT  EASY  FOR  THE  PROSPECT  TO  BUY      231 

once,  to  be  sure  it  will  reach  us  by  next  Wednesday.  Don't 
bother  about  writing  a  letter ;  you  may  be  too  busy.  The  address 
above  will  tell  us  that  the  remittance  is  from  you. 

If  the  product  is  an  expensive  one,  the  devices  employed  by  the 
correspondent  may  be  aimed  at  making  it  easy  for  the  prospect  to  wit- 
ness a  demonstration,  and  not  at  making  it  easy  for  him  to  order  at  once. 
Examples  follow : 

All  I  want  is  five  minutes  of  your  time,  at  your  convenience,  to 
show  you  why  the  greatest  executives  in  the  world  unqualifiedly 
endorse  it — and  to  show  its  application  to  your  problem. 

A  five-minute  demonstration  on  your  desk,  just  as  you  would 
use  the  product  daily  in  your  work,  will  astonish  you.  It  cer- 
tainly will  not  obligate  you  at  all. 

Won't  you  have  the  appointment  card  filled  in  and  mailed  to- 
day? 

This  man  was  convinced.  He  was  probably  no  more  desirous 
of  a  Dictaphone  before  we  demonstrated  it  to  him,  than  you  are. 
The  proof  was  the  actual  using.  May  we  not  have  our  repre- 
sentative call,  give  you  a  short  demonstration,  and  show  you  what 
the  Dictaphone  can  do  for  you?  Fill  in  your  name  on  the  at- 
tached postcard  and  get  it  into  the  mail  now. 

Turn  to  the  telephone  on  your  desk.  Tell  the  girl  to  call  up 
Harrison  238  and  leave  word  for  Mr.  Barnes,  our  local  repre- 
sentative, to  drop  around  and  see  you.  He  '11  be  up  there  with 
you  in  a  short  time  talking  facts  and  figures ;  proving  to  you  that 
there  's  a  way  of  saving  money  in  your  business.  It  won't  take 
half  a  minute  to  give  him  a  ring.  And  if  you  put  it  off  you  may 
forget  it. 

It  's  worth  while  for  you  to  find  out  more  about  these  machines 
because  they  are  money  savers.  The  enclosed  folder  tells  you  part 
of  the  story,  but  it  would  be  better  if  you  would  come  in  and  see 
John  Beauk  &  Co.,  Aurora,  Illinois.  They  can  tell  you  all  about 
them. 


232  CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

Some  of  your  neighbors  probably  have  Deerings.  Ask  them 
what  they  think  of  them,  then  come  in  and  let  us  show  you  the 
many  other  good  features  that  can  not  be  told  in  this  letter.  John 
W.  Blake  &  Co.  has  a  machine  set  up  and  ready  to  show  you. 
Make  it  a  point  to  see  it  the  next  time  you  are  in  town. 

It  may  be  advisable  to  employ  devices  aimed  at  making  it  easy  for 
the  prospect  to  send  for  a  catologue  or  pamphlet  explanatory  in  detail 
of  the  practical  workings  of  the  product  as  applied  to  his  business  prob- 
lems. In  such  case,  no  effort  is  made  to  close  the  sale  until  later.  The 
following  Clincher  was  taken  from  a  letter  of  this  type: 

I  simply  want  to  place  one  of  these  portfolios  in  your  hands, 
because  I  sincerely  believe  that  through  it  you  will  come  to  have 
a  little  different  understanding  of  some  of  the  things  you  can  do 
for  your  bank,  and  how  you  can  do  them. 

If  the  portfolio  convinces  you — and  all  I  ask  is  for  an  oppor- 
tunity for  it  to  do  this — then  you  will  want  to  know  more  about 
my  proposition  without  any  urging  from  me. 

The  postcard  will  insure  that  you  will  be  one  of  the  fifty  to 
receive  the  portfolio — if  mailed  promptly. 

Booklets  on  "How  to  Care  for  the  Hands,"  "How  to  Overcome  In- 
somnia/' "How  to  Care  for  the  Baby,"  and  recipe  booklets,  are  dis- 
tributed by  means  of  advertisements  and  letters  similar  to  the  above 
letter.  In  many  cases  the  reading  of  a  booklet  results  in  purchase  with- 
out further  urging  from  the  seller. 

(3)   Employ  a  psychological  urge  to  "do  it  now." 

This  element  ordinarily  is  dealt  with  briefly,  as  in  the  following  ex- 
amples : 

Let  's  work  together.  Start  after  your  first  order — for  at  least 
three  subscriptions — and  get  them  into  the  mail-box  in  time  for 
the  train  for  Philadelphia  this  evening.  You  can.  TRY  IT ! 

Your  ambition  is  to  possess  a  legal  training  of  university  grade. 
Let  your  decision  be,  "I  can — I  will." — and  act  NOW. 

Double  your  sales.     You  can  do  it  just  as  easily  as  you  can  get 


PSYCHOLOGICAL  URGE  TO  "DO  IT  NOW"  233 

a  transfer  on  a  trolley.     Reach  for«a  pen  and  put  your  name  on  the 
enclosed,  addressed  postcard  at  once. 

I  enclose  a  special  order  for  the  course.  Fill  this  in  and  return 
it  with  your  first  payment  and  I  will  see  that  the  first  lessons  are 
sent  you  immediately.  Do  it  now! 

Do  it !     Return  the  coupon  or  card.     You  '11  thank  me. 

The  above  expressions  are  employed  to  furnish  a  psychological  urge 
to  immediate  action.  The  urge  may  be  comparatively  more  insistent 
in  tone  when  the  product  is  in  a  class  of  things  that  enables  the  in- 
dividual to  better  his  condition,  as  a  course  of  instruction  by  corre- 
spondence; or,  that  provides  for  his  health,  as  a  course  in  physical 
training;  or,  that  affords  to  himself  or  family  protection,  as  life  insur- 
ance, and  safety  devices.  Note  the  insistence  of  the  exhortation  in  the 
following  example: 

Procrastination  is  a  thief.  He  steals  more  of  the  good  things 
of  life  from  more  people  than  all  other  classes  of  thieves  com-- 
bined.  Procrastination  has  deprived  more  music-lovers  of  a 
musical  education  than  all  other  causes  combined.  Don't  allow 
this  thief  to  steal  YOUR  opportunity  to  develop  your  inherent 
natural  talent.  Opportunity  knocks  at  your  door.  Open  unto 
him  NOW ! 

In  selling  the  average  product,  exhortation  may  easily  appear  so  in- 
sistent as  to  suggest  to  the  prospect  too  intense  a  desire  on  your  part  to 
dispose  of  the  goods.  He  will  then  begin  to  doubt  the  advantage  to 
him  of  entering  into  the  bargain.  To  avoid  this  appearance,  it  is  well 
to  associate  the  psychological  urge  closely  with  the  benefit  to  be  gained 
by  him  from  purchase,  as  in  the  following  examples : 

Place  your  order  for  Swans  Down  Cake  Flour  now,  for  the 
sooner  you  have  the  goods  in  stock  the  sooner  vour  profits  on  their 
sale  will  begin. 

Sign  the  enclosed  postcard  now,  before  you  lay  this  letter  aside, 
and  send  it  to  Mr.  Stoelting  for  your  winter's  supply  of  Pills- 
bury  's  Best  and  make  baking  day  a  pride  and  pleasure. 


234          CAUSING  THE  PROSPECT  TO  ACT  AT  ONCE 

RIGHT  NOW  is  the  time  to  get  your  glove  samples  and  begin 
rolling  up  those  profits.  The  enclosed  postcard  starts  things. 
Just  check  kinds  and  sizes  you  want,  sign  and  MAIL  IT.  That  's 
all. 

The  psychological  urge  loses  much  of  its  effectiveness  when  your 
product  calls  for  the  expenditure  of  a  considerable  sum  of  money,  or 
when  your  proposal  is  one  that  calls  for  a  marked  departure  from  the 
ordinary  business  practice  of  the  prospect.  It  is  folly  to  attempt  to 
"hurry  a  man  up"  when  he  is  engaged  in  deliberating  over  a  matter 
of  great  importance  to  him ;  in  this  case,  emphasis  in  the  Clincher  should 
be  devoted  to  applying  your  central  selling  point  to  his  needs.  Note  the 
entire  absence  of  an  insistent  tone  in  the  following  Clincher  sentences 
aimed  at  stimulating  immediate  action: 

When  may  we  call  with  a  Hudson  Super-Six  for  your  inspec- 
tion? 

Doesn't  this  sound  fair  to  you?  Won't  you  fill  out  the  post- 
card and  mail  it — today? 

Please  specify  on  the  postcard  the  time  most  convenient  for 
you  to  discuss  this  important  matter — to  you. 

I  enclose  a  postcard  for  your  convenience.  Will  you  use  it? 
Now? 

Consider  the  following  examples  of  what  a  Clincher  ought  not  to  be: 

(I)  A   Clincher  should  not   contain   a  hackneyed,  time-worn 
ending,  as: 

Hoping  to  have  the  pleasure  of  filling  your  order — 
Trusting  that  you  will  give  this  matter  your  careful  con- 
sideration— 

(II)  A  Clincher  should  never  give  the  impression  that  you  ex- 
pect the  prospect  to  purchase  as  a  favor  to  you,  as : 

Please  do  us  the  favor  of  returning  the  inclosed  post- 
card. 

Return  the  postcard  and  we  shall  appreciate  it.     Re- 


PSYCHOLOGICAL  URGE  TO  "DO  IT  NOW"  235 

turn  the  inclosed  card  as  a  trade  favor — if  for  no  other 
reason. 

(Ill)   The  Clincher  never  should  bring  in  an  element  of  doubt, 
as: 

If  you  think  you  would  benefit  from  our  proposition, 
let  us  hear  from  you  by  return  mail.  If  it  isn't  ask- 
ing too  much,  we  'd  like  to  have  you  look  through  our 
catalogue.  (Too  apologetic  in  tone,  as  well  as  bringing 
in  objectionable  doubt.)  If  you  don't  care  to  purchase 
a  bicycle  at  this  time,  just  hand  our  catalogue  over  to 
one  of  your  friends  who  may  be  interested.  (Weak 
form;  brings  in  doubt.) 

After  you  have  read  through  our  catalogue  and  gotten 
full  benefit  of  all  the  interesting  information  it  contains, 
we  would  be  glad  to  have  you  pass  it  on  to  one  of  your 
friends.  (Corrected  form.) 

This  follow-up  letter  is  devoted  to  one  element,  the  Clincher.  Its 
sole  purpose  is  to  cause  a  procrastinating  prospect,  already  informed 
of  the  merits  of  the  product,  tc  act : 

Dear  Sir : 

You  know  the  kind. 

The  kind  that  WANTS  but  doesn't  GET— the  kind  that 
WISHES  but  doesn't  ACT. 

Even  a  snail  has  ambitions — and  possibly,  at  times,  enthusi- 
asm— but  he  doesn't  get  anywhere. 

It  's  wanting  things  and  GETTING  them  that  counts — nothing 
else  is  worth  a  whoop. 

And  there  's  always  a  way.  The  "impossible"  is  being  done 
every  day. 

The  brains  and  ingenuity  and  experience  of  other  men  are  at 
our  command  all  the  time. 

And  if  we  don't  profit  by  them — if  we  prefer  the  pace  of  a 
snail  to  that  of  an  aeroplane — why  then  we  're  simply  hopeless. 


CHAPTER    XVIII 

THE  ARRANGEMENT   OF   THE   SELLING  APPEAL 
OUTLINE 

I.  Thus  far,  our  study  of  the  six  elements  of  the  selling  appeal  has  had  to  do 
with  the  selection  of  the  elements  that  are  to  enter  into  any  given  adver- 
tisement or  sales  letter,  and  with  the  relative  degree  of  emphasis  that  is 
to  be  given  each  element  selected.  In  this  chapter,  our  study  has  to  do 
with  the  presentation,  or  development,  of  the  elements  of  the  selling 
appeal,  once  they  have  been  selected  and  once  their  relative  importance 
has  been  determined. 

II.  The  elements  of  the  selling  appeal  that  enter  into  any  given  advertisement 
or  sales  letter,  most  likely  will  make  a  clear  and  direct  impression  upon 
the  prospect  if  they  are  developed  along  the  mental  paths  of  "least  resist- 
ance." 
III.  The  mental  paths  of  "least  resistance"  are: 

(a)  From  Result  to  Cause. 

(b)  From  Cause  to  Result. 

(c)  From  General  to  Particular. 

(d)  By  Striking  Example. 

(e)  Parallel  Development  by  Comparison. 

(f)  By  Experience  of  User. 

(g)  Narrative. 


CHAPTER  XVIII 

THE   ARRANGEMENT    OF   THE   SELLING   APPEAL 

THUS  far,  our  study  of  the  six  elements  of  the  selling  appeal  has 
concerned  itself  with  the  specific  purpose  served  by  each  of  the 
elements.  By  reason  of  this  study,  we  now  are  able  to  decide,  in  plan- 
ning any  given  advertisement  or  sales  letter,  which  of  the  six  elements 
should  be  given  chief  emphasis,  and  what  relative  degree  of  emphasis 
should  be  given  each  of  the  other  elements  we  deem  it  advisable  to  em- 
ploy. 

We  are  able  to  decide,  for  example,  that  Description  and  Explanation 
should  be  given  chief  emphasis,  if  the  prospect  knows  little^  or  nothing, 
concerning  the  points  of  superiority  which  distinguish  our  product ;  we 
are  able  to  decide  that  Proof  should  be  given  chief  emphasis,  if  the  pros- 
pect, already  acquainted  with  the  points  of  superiority  which  distin- 
guish our  product,  is  delaying  purchasing  the  product  because  he  lacks 
concrete  evidence  as  to  its  superiority ;  we  are  able  to  decide  that  Per- 
suasion, Inducement,  and  Clincher,  should  be  given  chief  emphasis,  if 
the  prospect,  already  having  formed  a  buying  decision,  is  delaying  pur- 
chasing the  product  because  of  a  tendency  to  procrastinate.  In  each  of 
the  above  cases,  we  likewise  are  able  to  decide  what  relative  degree 
of  emphasis  should  be  given  elements  of  the  selling  appeal  which  we 
properly  regard,  for  the  purpose  of  the  advertisement  or  sales  letter 
under  consideration,  as  being  subordinate  in  importance  to  the  one  ele- 
ment given  chief  emphasis. 

In  brief,  in  planning  any  given  advertisement  or  sales  letter,  we  are 
able  to  decide  what  elements  are  to  enter  into  the  advertisement  or  letter, 
and  to  decide  just  what  degree  of  emphasis  is  to  be  given  each  element ; 
we  are  able  to  decide  what  material  is  to  enter  into  any  given  advertise- 
ment or  letter. 

It  remains  for  us  in  this  chapter  to  go  a  step  farther  and  to  consider 
the  means  of  developing  these  elements,  of  presenting  this  material,  in 
such  a  way  that  it  will  make  as  clear  and  direct  an  impression  as  possible 
upon  the  prospect. 

239 


240       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 
To  sum  up : 

Our  study  thus  far  has  had  to  do  with  the  selection  of  ma- 
terial. Our  study  in  this  chapter  has  to  do  with  the  presenta- 
tion of  this  material  once  it  has  been  selected. 

The  human  mind,  before  arriving  at  a  conclusion,  is  accustomed  to 
follow  certain  established  paths,  or  thought  sequences.  The  material  that 
enters  into  our  advertisement  or  sales  letter,  will  most  likely  make  a  clear 
and  direct  impression  upon  the  prospect,  if  it  is  developed  along  these 
mental  paths  of  "least  resistance."  It  is  these  mental  paths  that  the 
prospect's  mind  is  accustomed  to  traveling;  hence,  it  is  over  these  men- 
tal paths  that  his  mind  is  able  to  travel  with  least  effort. 

The  mental  paths  of  "least  resistance"  are  as  follows: 

(1)  FROM  RESULT  TO  CAUSE 

(Giving  first  the  result,  then  the  cause  that  produced  it.) 

(2)  FROM  CAUSE  TO  RESULT 

(Giving  first  the  cause,  then  the  result  produced.) 

(3)  FROM  GENERAL  TO  PARTICULAR 

(Stating  a  general  principle,  then  showing  its  application  to 
a  particular  conclusion.) 

(4)  BY  STRIKING  EXAMPLE 

(Giving  a  specific,  striking  example  illustrative  of  your  con- 
clusion, then  the  conclusion  itself.) 

(5)  PARALLEL  DEVELOPMENT  BY  COMPARISON 
(Linking  your  product  with  products  already  classified  by 
the  prospect  as  necessary  or  desirable ;  or  linking — with  action 
he  already  has  taken  or  willingly  would  take — the  action  you 
seek  to  have  him  take.) 

(6)  BY  EXPERIENCE  OF  USER 

(Getting  the  prospect  to  buy  because  other  men  have  profited 
by  bujdng.) 

(7)  NARRATIVE 

Consider,  in  the  first  place,  the  development: 

(1)  From  Result  to  Cause. 

(2)  From  Cause  to  Result. 


RESULT  TO  CAUSE :  CAUSE  TO  RESULT      241 

In  selling  coffee  to  a  retail  grocer,  the  coffee  merchant  develops  his 
selling  appeal  From  Result  to  Cause  when  he  says : 

You  can  save  10  per  cent  on  all  Elite  coffee  that  you  buy  be- 
Eesult  fore  October  1. 

This  saving  is  made  possible  because  last  year,  before  coffee 

prices  started  skyhigh,  our  agent  in  Brazil  signed  up  in 

advance  for  thousands  of  pounds  of  the  new  coffee  crop. 

So  the  coffee  we  now  have  for  sale  to  a  limited  number  of  old 

customers  was  bought  at  the  old  prices. 

Here  the  reduction  in  price  was  made  possible  (caused)  by  the 
purchase  of  thousands  of  pounds  of  Brazilian  coffee  the  year  before. 
If  the  selling  appeal  first  had  dealt  with  the  timely  purchase  of  Brazil- 
ian coffee,  and  then  had  taken  up  the  consequent  reduction  in  price  to 
the  grocer,  the  development  would  have  been  From  Cause  to  Result, 
as  follows: 

Last  year  this  time  our  foreign  buyer  was  in  Brazil  looking 

over  the  coffee  market.     He  got  the  idea  then  that  coffee 
Cause  .         .  ..       0  . 

was  going  up  in  price — skyhigh.     So  he  cabled  us  permis- 
sion to  place  a  big  order  for  future  delivery. 

The  size  of  the  order  staggered  us  a  bit — at  the  time.     Now 
we  're  mighty  glad  we  told  him  to  go  ahead  and  buy. 

The  net  result  is  this :    You  are  going  to  save  just  20  per  cent 
on  every  pound  of  coffee  you  buy  from  us.     Our  supply 
won't  meet  the  demand,  but  we  are  going  to  see  to  it  that 
our  old  customers  are  served — at  very  near  the  old  prices. 
Of  course  we  can 't  hold  open  an  offer  of  that  kind  too  long. 
So  just  take  your  pencil  and  write  on  the  back  of  this  how 
many  pounds  you  want  for  immediate  delivery.     Then  slip  the 
paper  into  the  addressed  envelope  and  start  it  on  its  way. 

You  11  find  prices  and  grades  quoted  on  the  card  we  have  in- 
closed. 

The  "result"  you  seek  to  emphasize  has  to  do  with  the  benefit  to 
the  prospect ;  the  cause  that  makes  this  result  possible  has  to  do  with 
some  foresight  on  the  part  of  the  seller  or  with  some  merit  of  the  prod- 


242       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

net.  Hence  it  is  that  the  selling  appeal  preferably  is  developed  From 
Result  to  Cause,  as  in  this  way  in  the  beginning  paragraphs  of  the  letter 
you  show  to  the  prospect  an  opportunity  for  gain  that  likely  will  at 
once  compel  his  interest. 

The  development  From  Cause  to  Result,  really,  is  effective  only  when 
the  foresight  of  the  seller,  or  merit  of  the  product,  presents  a  situation 
obviously  advantageous  to  the  prospect.  Then  he  at  once  glimpses  its 
bearings  upon  his  needs  or  desires.  Thus,  the  Willys  Overland  Com- 
pany, in  developing  the  central  selling  point  of  "economy  plus  comfort," 
starts  out  by  telling  of  a  newly  invented  three-pointed  spring.  Not 
until  later  does  it  stress  the  benefit  to  the  prospect  that  results  from  this 
type  of  construction.  In  this  case,  one  contemplating  the  purchase  of 
an  automobile  reads  with  interest  of  the  invention  marking  a  departure 
from  the  accepted  principles  of  construction.  He  feels  at  once  that 
such  a  principle  applied  might  well  be  of  benefit  to  him. 

Akin  to  development  From  Result  to  Cause,  is  the  development 
From  Predicament  to  Remedy.  This  latter  development  consists  in 
placing  the  prospect  in  a  predicament,  then  showing  him  that  he  can 
extricate  himself  by  purchasing  your  product. 

The  following  letter  is  developed  in  accordance  with  this  plan. 

It  was  on  -a  local  between  Philadelphia  and  Trenton. 

I  sat  in  a  smoker  which  was  half  a  baggage  car.  At  Frank- 
ford  an  automobile  tire  was  thrown  on — a  yard  or  two  of  its  plain 
Kraft  wrapper  flapping  in  the  breezes.  With  my  pocket  camera 
I  took  a  picture  of  it — see  inclosed. 

And  I  said  to  the  baggage  man:     ''Does  this  happen  often?" 

"Nearly   every   day,"   he  replied,   "we   carry  tires  with 
Predicament  ,        ,  .  ,  , , 

wrappers  loose,  torn — and  rubber  exposed. 

So  I  wondered:  "Does  it  pay  a  manufacturer  to  spend  mil- 
lions in  building  a  reputation,  and  then — to  save  a  cent  or  two  on 
each  tire — send  his  product  broadcast  over  the  land — improperly 
protected  against  light,  dirt  and  exposure?" 

Plain  Kraft  paper — even  of  a  50  pound  basis — won't  stand  the 
strain  of  shipping.     But  30  pound  Kraft — reinforced  with 
yarn  and  water  proofed — will  do  the  trick  to  perfection. 
Test  the   strength   of  the   sample   inclosed.     Wrap   it   tightly 
around  your  wrist.     Note  the  firm,  strong,  neat  job  it  makes. 


FROM  PREDICAMENT  TO  REMEDY  243 

Tell  us,  please,  the  size  rolls  you  use — diameter,  width  and 
core.  We  '11  send  you  enough — without  expense  and  obligation 
— enough  for  a  thorough  trial. 

Give  Angier's  Tirewrap  the  opportunity  to  prove  its  worth  to 
you — as  it  has  already  done  to  Goodrich,  Michelin,  McGraw  and 
others.  The  postcard  is  for  your  convenience. 

In  the  above  letter,  the  result  or  * '  predicament, ' '  you  stress,  i.  e.,  the 
loss  to  him  through  "sending  his  product  broadcast  over  the  land,  im- 
properly protected  against  light,  dirt,  and  exposure,"  is  an  unpleasant 
result ;  the  cause  leading  to  the  unpleasant  result,  his  using  some  product 
other  than  the*  one  you  want  him  to  use. 

The  following  letter  is  likewise  developed  from  Predicament  to 
Remedy : 

Dear  Sir: 
You  are  busy.     You  have  n  't  time  for  a  hundred  and  one  really 

„     ,.  important  things  vou  would  like  to  "get  at."     Shorthand 

Predicament 

dictation  with  all  its  interruptions  and  annoyances  and 

distractions,  for  example,  eats  up  a  lot  of  valuable  time. 

Not  that  you  would  n 't  get  away  from  a  system  that  is  incon- 
venient, limited  in  dictation  speed  and  in  the  production  of  fin- 
ished typewriting,  to  say  nothing  of  its  costing  away  above  par — 

0"f  course  you  would — if  you  knew  a  probably  better  way. 

All  right,  then,  consider  the  Dictaphone  on  the  basis  of  its  ac- 

Eemedi  complishment  with  thousands  of  other  business  men.     The 

men  who  dictate  to  the  Dictaphone  appreciate  its  value 

as  a   personal  asset — in  conserving  time;   in   getting  the  thing 

done  instantly ;  in  being  always  available,  unlimited  in  speed  and 

capacity;  absolutely  accurate — in  short,  because  it  is  the  ideal 

private  secretary,  with  no  human  failings. 

You  need  the  Dictaphone  in  your  business.  And  we  want  you 
to  give  us  the  opportunity  to  prove  it — it  won't  cost  you  any- 
thing. 

We  install  the  system,  train  your  dictators  and  stenographers 
in  its  use  without  any  interruption  of  your  current  work.  If  we 
don't  prove  it  will  save  you  its  cost  we  will  take  it  out  and  thank 
you  for  having  given  us  the  opportunity.  Just  give  us  the  chance. 


244       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 
From  Predicament  to  Remedy: 

Dear  Sir: 

Your  horse  is  just  2  per  cent  efficient. 

At  least  that  is  what  the  government  says  in  its  report  on 

farm    animals.     The    report   explains   that,    although   the 
Predicament     .  .  .         „  ,  , 

horse  consumes  enormous  quantities  of  hay  and  gram,  only 

l/50th  of  all  this  energy  goes  into  actual  drawbar  pull. 

Many  practical  farmers,  however,  are  getting  away  from  the 
heavy  expense  of  horse  and  team  operation  by  using 
Winther  Farm  Special  Trucks.  They  are  doing  twice  as 
much  hauling  in  one-third  of  the  time  and  without  any  of  the  an- 
noying delays  so  common  to  '  *  horsepower ' '  service. 

Think  for  a  moment.  Is  n  ?t  this  the  very  truck  you  need  for 
your  farm  hauling? 

The  price  of  this  1 1/2  ton  chassis  is  only  $2100  f.  o.  b.  Kenosha, 
and  we  can  supply  you  a  seat  back,  special  farm  bod}',  cab  or  other 
equipment  at  a  moderate  additional  charge.  Why  not  order  your 
Winther  Farm  Special  at  once,  in  time  for  the  Spring  hauling  ? 

Consider  next  the  development: 

(3)   From  the  General  Principle  to  the  Particular  Conclusion. 

The  following  general  principle  is  stated  at  the  beginning  of  a  Good- 
rich letter: 

Dear  Sir : 

There  is  only  one  standard  by  which  I  measure  the  value  of  a 
tire — achievement. 

There  is  only  one  record  I  will  accept — that  is  the  one  shown 
on  the  speedometer.  I  don't  care  how  long  a  tire  has  been  on  a 
car.  I  want  to  know  how  far  it  has  gone. 

My  customers  want  the  record  on  the  speedometer,  too.  They 
demand  mileage  at  the  lowest  possible  cost. 

The  rest  of  the  letter  shows  the  application  of  this  general  principle  to 
a  particular  conclusion: 

My  answer  to  that  demand  is  Goodrich  tires.     My  customers 


FROM  GENERAL  PRINCIPLE  TO  CONCLUSION          245 

know  that  I  am  saving  them  from  $2  to  $12  on  each  tire  they  buy. 
On  100  tires  alone,  I  keep  the  tidy  sum  of  from  $200  to  $1,000 
in  the  pockets  of  my  friends. 

You  want  results  in  tires — not  explanations.  You  want  tires 
that  wear. 

I  have  something  worth  your  while  and  it  means  a  cut  in  last 
year's  tire  bill. 

In  the  above  letter,  the  general  principle  is:  "Judge  tires  on  the 
basis  of  achievement."  The  particular  conclusion:  ''Since  Goodrich 
tires  have  made  good  on  this  basis,  buy  them. ' '  Note  that  the  principle 
is  repeated  in  summary  in  the  next  to  the  last  paragraph.  In  this 
way,  the  principle  is  kept  clearly  before  the  prospect  when  he  is  asked 
(in  the  final  paragraph)  to  apply  it  to  the  Goodrich  tires.  The  general 
principle,  in  this  case,  "judge  tires  on  the  basis  of  achievement,"  vir- 
tually amounts  to  a  truism.  The  letter  properly  opens  by  getting  the 
prospect  in  agreement,  for  he  readily  can  but  accept  this  truism.  Being 
in  agreement  on  this  point,  he  is  in  the  proper  frame  of  mind  for  agree- 
ment on  other  points  that  may  be  suggested. 

The  general  principle  is  not  always  a  truism  to  the  prospect's  mind. 
If  his  agreement  is  doubtful,  state  the  principle  in  so  interesting  a  way 
as  to  challenge  belief,  and  immediately  introduce  argument  and  proof. 
Note  how  this  is  accomplished  in  the  following  letter : 

It  is  our  opinion  that  a  high  grade,  high  priced  automobile 

should  be  purchased  to  keep  and  to  use,  not  for  one  or 
Principle 

two  seasons  but  for  many. 

If  such  a  car  be  properly  maintained  and  regularly  and  ex- 
pertly overhauled,  it  will  be  subject  to  but  little  mechanical 
depreciation.  It  will  continue  to  run,  and  run  well,  for 
years. 

The  chief  direction  in  which  a  car,  so  maintained,  can  depre- 
ciate, is  one  of  style  and  minor  accessory  improvements.  Such 
•depreciation  has  a  marked  effect  on  the  car  IF  IT  IS  TO  BE 
SOLD.  It  has,  however,  little  effect  upon  the  value  of  the  car 
from  the  point  of  usefulness  to  its  owner. 

Fundamental  mechanical  changes  in  high  grade  cars  during  the 
past  five  years  have  been  very  slight.  Many  1909  models  are  giv- 


246       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

ing  their  owners  as  complete  satisfaction  as  when  new.  Why  not 
consider  your  car  as  a  permanent  investment  instead  of  a  short 
term,  quick  "turnover"  proposition?  Would  it  not  be  better 
business  ? 

From  a  study  of  these  examples,  we  draw  the  conclusion  that  the 
general  principle  possibly  may  not  contain  a  direct  statement  of  benefit 
to  the  prospect,  but  it  always  is  in  direct  line  with  his  interests ;  and  that 
the  prospect  recognizes,  or  may  be  brought  to  recognize,  that  the  general 
principle  is  well  worth  his  observance. 

(4)  Development  by  Striking  Example. 

The  development  by  Striking  Example  consists  in  giving  concrete 
evidence  of  the  validity  of  your  conclusion,  and  then  in  stating  the  con- 
clusion itself.  Begin  the  letter  by  a  single  vivid  example  illustrative 
of  the  conclusion.  Suppose  the  conclusion  you  want  the  prospect  to 
accept  is  this:  "To  secure  maximum  comfort  and  convenience  for  our 
customers,  we  maintain  a  policy  of  painstaking  attention  to  detail." 
Search  your  mind  for  a  striking  and  interesting  example  illustrative  of 
the  workings  of  this  policy,  and  then  write  a  letter  similar  to  the  follow- 
ing : 

It  is  not  possible  to  design  a  cushion  for  the  back  of  an  auto- 
mobile seat  that  will  be  comfortable  for  everyone.     There 
Striking 

Exam  le          are  Pe°P*e  wnose  physical  proportions  are  such  that  the 
upholstery  must  be  made  especially  for  them.     This,  of 
course,  we  are  prepared  to  do. 

The  method  by  which  we  arrived  at  the  contour  curve  of  the 
standard  seat  may  be  of  interest. 

A  skeleton  seat  was  constructed  with  adjustable  plugs  so  ar- 
ranged that  it  was  possible  to  get  the  exact  contour  and  angle  of 
the  sitter's  back.  "Comfort  curves"  for  over  thirty  subjects 
were  determined  in  this  way  and  the  composite  curve  of  all  these 
different  positions  is  the  one  employed. 

This  is  but  one  example  out  of  the  many  that  could  be  given 

to  illustrate  the  painstaking  care  exercised  by  the  Pierce- 
Conclusion 

Arrow  Motor   Car   Company  to  secure  the  maximum  of 

comfort  and  convenience  for  its  patrons. 


BY  STRIKING  EXAMPLE  247 

This  method  of  development  by  Striking  Example  eliminates  con- 
fusing details  and  centers  attention  upon  one  interesting  fact.  The 
impression  it  makes  is  likely  to  be  vivid  and  lasting.  Any  striking 
example  fixes  itself  in  our  minds  and  leads  us  swiftly  to  the  acceptance 
of  a  conclusion.  The  story  of  the  cherry  tree  fixes  George  Washington 
in  our  minds  as  a  truthful  lad;  the  story  of  Abraham  Lincoln's  walking 
seven  weary  miles  to  return  a  few  pennies  to  their  rightful  owner  fixes 
the  conclusion  that  he  was  ruggedly  honest.  The  mere  statement  that 
Washington  was  a  truthful  lad,  or  that  Lincoln  was  " ruggedly  honest," 
lacks  the  concrete  example  of  conduct  to  fix  a  conclusion. 

Beginning  the  letter  with  a  striking  example,  gives  an  excellent  op- 
portunity of  introducing  dramatic  and  interesting  facts  concerning 
3rour  product,  including  such  facts  as  are  associated  with  the  news  of 
the  day.  For  example,  you  can  say : 

When  you  read  in  the  newspapers  last  Wednesday  of  that  fatal 

automobile  accident  at  the  foot  of  the  steep  hill  on  Newark 

,mg  Street,  why  didn't  you  find  in  the  list  of  those  killed  and 

injured  the  name  of  a  neighbor  of  yours,  Mrs.  A.  L.  Jeans 

of  378  South  Main  Street? 

On  the  evening  of  the  accident,  Mrs.  Jeans  coasted  her  auto- 
mobile down  the  Newark  grade  in  the  dark  and  made  the  sharp 
turn  at  the  bottom,  just  as  the  others  had  done.  She  came  upon 
the  pile  of  stones,  left  in  the  center  of  the  street  by  criminally 
negligent  workmen,  a  brief  moment  before  the  other  machine 
crashed  into  it. 

Her  car  had  gained  considerable  headway  coasting  down  the 
grade ;  it  was  going,  Mrs.  Jeans  says,  about  twenty  miles  an  hour. 
But  she  was  able  to  stop  it  almost  within  its  own  length  when  she 
applied  the  brakes— BECAUSE  THE  BRAKES  HELD. 

We  re-lined  the  brakes  on  Mrs.  Jeans'  car  just  six  months  be- 
fore the  day  they  saved  her  life.  When  she  called  upon  them  in 
her  emergency,  she  found  that  they  held  just  as  well  as  though 
they  had  been  newly  lined. 

Speaks  pretty  well  for  the  dependability  of  our  work,  doesn't 

it? 

Conclusion        __  TT  .      ,      „ 

Now  the  question  is,  How  about  your  brakes? 

Are  you  sure  they  would  hold  in  an  emergency  ? 


248       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

The  following  letter  is  developed  by  Striking  Example. 

Dear  Sir : 

Out  in  the  factory  there  was  a  metal  part  which  required  the 

labor  of  six  men  to  make.     Workmen  were  hard  to  get  and 

Example          production  fell  behind.     Finally,  we  got  our  heads  together 

and,  after  a  few  weeks'  work,  had  built  a  machine  that  now 

turns  out  that  metal  part  with  the  labor  of  only  one  man,  and 

turns  out  twice  as  many  in  a  day  as  the  six  men  did  before. 

I  mention  this  as  an  illustration  of  how  businesses  in  every  line 

7     .  are  forced  to  use  machines  in  place  of  men,  and  of  how 

Conclusion  * 

much  more  profit  can  be  made  when  such  machines  are 

put  to  work. 

Few  people  realize  to  what  an  extent  machines  have  been  de- 
veloped or  what  a  wide  variety  of  things  they  do  in  different  lines 
of  business.  To  many  men  the  range  of  work  performed  by  one 
machine,  as  outlined  on  the  next  two  pages,  is  nothing  short  of 
startling. 

If  you  should  find  that  it  can  help  you  solve  some  of  your 
problems,  we  shall  be  very  glad  we  brought  it  to  your  attention. 

The  following  beginnings  of  sales  letters  consist  of  Striking  Examples 
leading  to  particular  conclusions : 

While  I  was  sitting  in  an  automobile  on  a  side  street  in  Provi- 

_    .. .  dence  yesterday,  an  express  truck  went  by  loaded  with  bolts 

Striking  .    ' 

™  of  woolen  cloth.     The  street  was  a  river  of  mud,  and  as 

Example 

the  truck  passed  me,  one  of  the  bundles  fell  off,  crashing 
against  the  tailboard  and  tearing  the  paper.  I  called  to  the  ex- 
pressman, who  came  back  and  picked  it  up.  The  skimpy  wrapper 
was  all  water-soaked  and  the  cloth  at  one  end  ruined. 

It  occurred  to  me  then  that  there  are  two  good  reasons  why  those 
.  bolts  of  cloth  should  have  been  covered  with  ANGIER 

WATERPROOF  PAPER.  First,  because  a  stout  wrapper 
like  the  inclosed  sample  of  K1680  would  not  have  torn  by  simply 
falling  off  and  hitting  the  edge  of  the  tailboard.  And  second, 
if  an  ANGIER  waterproof  wrapped  package  had  tumbled  off,  the 
water  and  mud  could  n  't  have  ruined  the  cloth. 


PARALLEL  DEVELOPMENT  BY  COMPARISON          249 

When  Bud  Dolan  drives  in  on  the  stage  from  Short  Plains  to- 
., .  morrow  morning,  with  a  broken  spring  part  on   a  disk 

Exam  le          leveler,  you  are  going  to  remember  what  I  wrote  you  last 
fall  about  our  new  San  Francisco  branch  and  warehouse. 
From  three  to  four  weeks  is  entirely  too  long  to  expect  a  cus- 
tomer to  wait  for  a  new  part  like  that,  at  this  season  of 
Conclusion 

the  year  in  Washington.     Of  course,  it  may  not  be  a  spring 

part,  and  it  may  not  be  tomorrow  morning,  but  you  are  going 
to  get  a  call  for  parts  now  every  day,  and  service  is  an  important 
feature  of  your  business. 

(5)  Parallel  Development  by  Comparison. 

The  prospect  likely  will  classify  your  product  as  necessary  or  desir- 
able, if  you  compare  it  with  products  already  so  classified  in  his  mind. 
In  the  following  letter,  the  Burroughs  Figuring  Machine  is  compared 
with  "the  tractor,  the  automobile,  and  other  farm  machinery,"  the  use 
of  which  products  the  farmer  already  has  accepted : 

Several  years  ago  when  you  worked  12  to  14  hours  a  day  you 

would  not  have  believed  it  possible  for  one  man  to  accom- 
First  Step 

plish  more  in  the  same  time. 

Yet  you  can  see  readily  enough  now  how  the  tractor,  the  auto- 
mobile, and  other  farm  machinery,  enable  you  to  do  two  or  three 
times  as  much  in  a  shorter  day. 

Adding  up  sales  and  purchases  and  doing  the  figure  work  which 

comes  up  every  day  becomes  a  time-wasting  job,  if  each  sum 
Comparison  . 

has  to  be  gone  over  several  times  a  day  to  be  sure  it  s  right. 

And  if  you  have  to  spend  too  much  time  in  keeping  up  your 
various  farm  records,  you  don't  get  time  to  make  proper  use  of 
these  records  in  running  your  farm. 

A  small  Burroughs  Figuring  Machine,  which  you  or  any  mem- 
ber of  your  family  can  operate  after  a  few  minutes'  instruction, 
will  save  the  time  and  effort  required  for  your  accounts,  and  give 
you  a  chance  to  work  out  the  solution  of  various  farm  problems. 

There  is  a  Burroughs  man  in  your  part  of  the  country  who  will 
be  pleased  to  call  the  next  time  he  is  nearby  and  tell  you  how  a 
Burroughs  can  save  time  and  help  make  more  money.  Let  him 
show  you  what  a  Burroughs  can  do. 


250       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

The  employment  of  Parallel  Development  by  Comparison  also  is 
effective  in  getting  the  prospect  to  accept  a  principle  by  showing  him 
that  he  already  has  accepted  this,  or  a  similar  principle;  or,  in  getting 
him  to  take  action  by  showing  him  that  he  already  has  taken  this,  or 
similar  action. 

"It  is  necessary  to  conserve  the  by-products  of  the  farm"  is  the 
principle  the  correspondent  wants  the  prospect  to  accept  in  the  following 
letter.  Note  the  line  of  reasoning:  "You  have  accepted  the  application 
of  this  principle  to  packing  house  by-products ;  therefore  why  not  accept 
its  application  to  the  by-products  of  the  farm?" 

If  it  were  not  for  the  sale  of  by-products  from  a  packing  house, 

p.       „  the  owners  would  lose  money  on  nearly  every  steer  they 

kill.     The  profit  from  what  the  old-time  slaughter  house 

used  to  throw  away  practically  equals  all  that  is  made  on  meat. 

What  becomes  of  the  by-products  of  the  farm,?     Nearly  half 

~  .          the  food  value  of  corn  is  in  the  stalks  and  leaves,  yet  they 

(j  ompanson 

are  often  wasted  in  the  field,  or,  at  best,  partly  used  for 

fodder.     Right  here  the  Deering  husker  and  shredder  extracts  a 
profit  from  this  by-product.  .  .  . 

In  the  following  letter,  the  line  of  reasoning  is:  "You  accept  the 
principle  of  individuality  as  applied  to  your  home;  therefore  why  not 
accept  it  as  applied  to  your  automobile  ? ' ' 

You  would  not  care  to  build  your-  home  exactly  like  your  neigh- 
F.       q  bor's,  to  paint  it  the  same  colors  and  to  furnish  it  in  an 

identical  manner.  If  his  home  is  well  built,  you  would, 
however,  care  to  emulate  him  in  respect  to  substantial  and  appro- 
priate materials  put  together  in  masterly  fashion,  as  well  as  in 
respect  to  modern  and  efficient  plumbing,  heating  and  lighting 
equipment,  and  all  the  large  and  small*  appliances  that  go  to  make 
up  a  perfectly  designed  abode. 

You  would  want,  and  doubtless  have,  a  home  typical  of  the  last 
sound  and  conservative  expression  of  the  structural  and  sanitary 
engineers. 

A  good  architect  will  build  you  such  a  house  and  the  Fierce- 
Arrow  Motor   Car   Company  has  built   several  thousand 
Comparison  .  ., 

such  automobiles. 


PARALLEL  DEVELOPMENT  BY  COMPARISON     251 

All  Pierce- Arrow  owners  fare  alike  from  the  point  of  view  of 
Maximum  Efficiency  Engineering,  but  each  may  avail  himself  of 
our  very  broad  range  of  specifications  and  the  service  of  our  Art 
Department  to  secure  a  car  conforming  to  his  individual  taste 
in  color  scheme  and  upholstery. 

Development  by  Comparison: 

WHAT  HAVE 

A  CAT'S  FOOTPRINTS 

TO  DO  WITH  MY  CATALOG? 

What  's  it  all  about?  you  ask  when  we  show  you  that  the  wet 

footprints  of  a  cat  are  clearer,  more  distinct,  on  smooth 
First  Step        ,.     ,          ,, 

linoleum  than  on  a  deep  napped  rug. 

Compare  the  cat 's  paw  to  a  printing  plate,  the  moisture  to  ink, 

and  the  floor  to  printing  paper,  and  you  see  the  truth  of 
Comparison 

what  your  printer  has  probably  told  you — that  the  kind 

of  printing  paper  you  use  will  determine  in  a  large  measure  the 
kind  of  printing  you  will  get. 

For,  take  note  that  even  the  coarse  impression  of  the  cat's  foot, 
while  it  will  " print"  a  faithful  outline  on  a  smooth  surface,  be- 
comes only  a  shapeless  track  on.  a  soft,  porous  rug. 

Any  subject  that  is  to  be  printed  on  paper  will  print  better  if 
printed  on  better  paper. 

The  Warren  Standard  Printing  Papers  contribute  to  the  cause 
of  Better  Paper — Better  Printing  in  just  the  degree  that  better 
paper  is  paper  made  to  perform  exactly  the  kind  of  work  expected 
of  it. 

Not  all  the  Warren  standards  are  as  smooth  and  white  as 
Warren's  Lustro;  not  all  are  as  dull  and  ivory-like  in  their  beauty 
as  Warren's  Cameo,  nor  so  well  suited  for  simple  style  announce- 
ments as  Warren's  Old  Style,  but  every  Warren  Standard  Paper 
was  developed  for  one  special  field  of  book  printing. 

Master  catalog  printers  all  have  copies  of  the  book,  " Warren's 
Paper  Buyer's  Guide,"  which  shows  specimens  of  what  fine  press- 
work  can  do  on  standardized  paper.  This  book  and  other  volumes 
in  the  Warren  Library  are  also  to  be  seen  in  the  public  libraries 


252       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

of  our  larger  cities  and  in  the  office  of  any  paper  merchant  who 
sells  the  Warren  Standards. 

One  important  advantage  in  developing  your  selling  argument  By 
Comparison,  lies  in  the  fact  that  this  enables  you  to  begin  with  some 
idea  with  which  the  prospect  readily  will  agree.  Having  agreed  con- 
cerning this  one  idea,  the  prospect  will  be  in  a  frame  of  mind  inclining 
him  to  agreement  with  later  ideas  which  are  more  directly  pertinent  to 
the  aims  of  the  selling  appeal.  Consider,  in  this  regard,  the  following 
advertisement : 

Balzac — greatest  of  French  fictionists — used  to  keep  seven  quill - 
wielders  busy  at  one  time.  They  wrote  to  his  dictation 
in  long-hand.  .  .  .  But  the  typewriter  changed  all  that. 

It  increased  tremendously  the  power  of  the  copyist.  .  .  .  Just 
as  the  typewriter  revolutionized  old  methods,  so,  in  turn, 
does  the  Mimeograph  multiply  the  power  of  the  typewriter. 

It   reproduces  five  thousand  perfect   duplicates   of   a  typed   or 

written    sheet    an    hour — at    small    cost.     And    designs, 
Second 

Comparison      sketcne*>  Plans?  signatures,  etc.,  may  go  on  the  same  sheet, 
in  the  one  operation.     Unexcelled  is  the  work  of  the  Mimeo- 
graph now — and  needed.     Get  booklet  "M"  from  local  dealer,  or 
A.  B.  Dick  Company,  Chicago — and  New  York. 

In  the  above  advertisement,  we  are  led  by  easy  steps  to  the  accept- 
ance of  the  copy  writer's  idea  of  the  value  of  the  Mimeograph.  We 
agree  at  once  that  the  typewriter  is  a  great  improvement  over  the  quill, 
and,  having  gone  thus  far,  we  have  little  hesitancy  in  taking  the  second 
step:  "the  Mimeograph  is  an  equally  great  improvement  over  the  type- 
writer. ' ' 

The  development  by  Experience  of  User  (that  is,  by  citing  the  experi- 
ence of  a  user)  is  particularly  effective  when  the  user  has  much  the  same 
needs  as  has  the  prospect.  A  farmer  will  be  inclined  to  purchase  your 
tractor  if  other  farmers  in  the  sa'me  county  have  profited  from  its  use ; 
a  retail  grocer  will  be  inclined  to  lay  in  a  stock  of  your  washing  powder 
if  other  grocers  in  the  same  locality  have  found  a  ready  demand  for  it. 
Although  the  basis  of  this  appeal  consists  of  proof  of  the  "list  of  users" 
type,  there  is,  nevertheless,  opportunity  of  effectively  bringing  in  De- 
scription and  Explanation,  Inducement,  Persuasion,  and  the  other  ele- 


BY  EXPERIENCE  OF  USER  253 

ments  of  the  direct  sales  letter.     Note  how  this  is  accomplished  in  the 
following  letter : 

The  majority  of  farmers  in  the  Nedley  Valley  last  year  experi- 
enced poor  crops  on  account  of  the  early  frost.     However, 
Experience  .  .    . 

f  User  there  is  one  farmer  in  the  vicinity  of  Upperton  who  did 

not  encounter  such  misfortune.     He  is  R.  0.  Allen. 
Allen  is  the  owner  of  a  large,  systematically  operated  fruit 
ranch,  his  principal  crop  being  prunes.     We  asked  him  why  his 
crops  withstood  the  severe  weather,  and  we  believe  he  will  tell  you 
just  what  he  told  us. 

The  conservation  of  the  moisture  in  the  soil,  through  the  use 
of  the  disk  harrow,  he  said,  gave  his  crops  an  early  start 
and  made  them  sufficiently  strong  to  withstand  the  killing 
EXpLation     effects  of  "Jack  Frost." 

The  principle  of  moisture,  conservation,  as  is  borne  out  in 
this  and  thousands  of  other  cases,  underlies  the  secret  of  success- 
ful crop  growing.  Moisture  can  be  conserved  better  by  the  use  of 
the  disk  harrow  than  by  any  other  method  known. 

Deering  disk,  peg-tooth  and  spring-tooth  harrows  meet  every 
requirement  of  the  farmer  in  preparing  seed  beds,  killing  weeds, 
and  conserving  the  moisture  in  the  soil  of  vineyards  and  orchards. 
Made  of  the  best  materials,  with  the  same  painstaking  care  and 
rigid  inspection  and  tests  that  are  characteristic  of  all  I.  H.  C. 
products,  they  are  recognized  as  standard  machines. 

Willis,  Johnson  and  Jones,  of  Upperton  handle  the  Deering 

line  of  tillage  implements.       Go  in  and  ask  them  about  a 
Clincher 

disk  peg-  or  spring-tooth  harrow.     It  may  mean  the  saving 

of  your  next  year's  crop. 

In  the  above  letter,  the  experience  of  the  user  makes  up  a  "striking 
example"  illustrative  of  the  following  conclusion:  "Moisture  conserva- 
tion is  the  underlying  secret  of  successful  crop  growing."  The  Experi- 
ence of  User  form  of  development  often  thus  lends  itself  to  incorporation 
in  other  forms. 

(7)  Narrative. 

The  Narrative,  or  ' '  Story, ' '  plan  of  development  takes  its  name  from 


254       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

short  fiction  with  which  magazine  readers  are  familiar.  As  in  short 
fiction,  ' '  the  story  is  not  told  until  the  end. ' '  Pertinent  facts  that  reveal 
the  author's  purpose  are  withheld  from  the  reader  at  the  start,  thus 
creating  an  element  of  suspense. 

To  illustrate : 

The  catchline  of  the  average  advertisement  ' '  tells  the  story ' '  about  as 
follows : 

JAMES  THOMPSON  WON  SUCCESS  BECAUSE 
HE  TALKED  CONVINCINGLY 

The  same  advertisement,  if  written  in  the  short  story  form,  would 
begin : 

HOW  JAMES  THOMPSON  WON  SUCCESS 

The  short  story  advertisement  opens  with  an  interesting  incident 
that  sets  the  "plot"  in  motion.  This  is  followed  by  a  second,  and, 
perhaps,  a  third  incident,  developing  further  the  reader's  interest,  and 
leading  him  to  the  climax,  or  dramatic  moment  of  the  story.  The  de- 
nouement, or  explanation,  follows  swiftly  upon  the  climax,  giving  the 
reader  an  insight  into  the  hidden  causes  that  explain  the  action  taken 
by  the  characters  in  the  story.  A  plan  of  such  an  advertisement  is  as 
follows : 

First  incident :  Putting  through  a  big  business  deal,  involving 
millions  of  dollars,  depends  wholly  upon  one  thing — the  backing 
of  a  great  financier,  who  is  bitterly  opposed  to  the  deal. 

Second  incident :  James  Thompson  is  asked  to  attempt  to  influ- 
ence this  financier,  and  agrees  to  do  so.  (Will  he  succeed?) 

Third  incident:  On  the  train  taking  him  to  the  conference 
Thompson  gives  evidence  of  his  ability  to  win  the  friendship, 
and  confidence,  of  men  and  women  of  all  classes.  By  sheer,  force 
of  personality,  he  becomes  the  most  popular  man  on  board. 

Fourth  incident:  Thompson  goes  into  the  office  of  the  great 
financier.  His  friend,  somewhat  doubtful  as  to  the  outcome, 
waits  outside,  wondering  whether  or  not  Thompson  will  win  the 
confidence  of  this  financier  as  readily  as  he  did  that  of  passengers 
on  the  train. 

Climax :  Thompson  and  the  financier  come  out  of  the  office  arm 
in  arm*.  Thompson  has  succeeded. 


BY  NARRATIVE  255 

Explanation:  Thompson  explains  to  his  friend  that  his  ability 
to  influence  people  is  due  to  a  course  in  "How  To  Be  a  Con- 
vincing Talker"  which  is  given  by  the  Independence  Corporation. 

"Sales  Talk":  Thompson  explains  the  nature  of  the  course  and 
tells  why  it  has  benefited  him. 

Clincher:  Develop,  your  abilit}r  to  influence  men  and  women. 
Mail  the  coupon  today. 

The  narrative  form  is  employed  effectively  in  the  following  advertise- 
ment based  upon  the  Short-Circuit  appeal : 

The 

Cook  Whose  Cabin 

Became  More  Famous 

Than 

Uncle  Tom's. 

In  the  days  "befo'  de  war"  a  genial  open-hearted  Southern 
gentleman,  Colonel  Higbee  by  name,  was  the  hospitable  master  of 
a  large  Louisiana  plantation. 

Passengers  on  the  old  Mississippi  river-.boats  never  failed  to 
point  out  the  stately  white-pillared  mansion,  and  their  mouths 
watered  as  they  told  of  the  wonderful  dinners  and  breakfasts 
he  was  famous  for  giving. 

Oh,  the  meals  that  "Colonel  Higbee 's  Jemima"  used  to  cook! 
Chicken  dinners  that  left  the  Colonel  and  his  guests  with  their 
faces  wreathed  in  smiles — and  gravy.  Corn  fritters,  waffles  and 
beaten  biscuits  that  seemed  to  melt  in  your  mouth,  but  most  of  all 
—pancakes ! 

Golden-brown  were  those  pancakes  Aunt  Jemima  made — and  so 
tender,  so  delectable,  that  they  were  at  once  the  delight  of  every- 
one who  tasted  them  and  the  despair  of  other  cooks.  For  none 
of  the  other  Southern  mammies  had  a  recipe  that  would  make 
pancakes  like  that,  try  as  they  would. 

As  the  time  went  on,  the  fame  of  these  wonderful  pancakes 
spread  through  the  whole  South  and  visitors,  after  the  war,  always 
found  their  way  to  Aunt  Jemima's  cabin.  Many  tempting  offers 
were  made  to  Jemima  for  the  secret  of  her  famous  cakes,  but  for 
years  she  could  not  be  persuaded  to  part  with  it.  Finally,  how- 


256       THE  ARRANGEMENT  OF  THE  SELLING  APPEAL 

ever,  she  was  induced  to  sell  it,  and  after  some  experimenting,  it 
was  prepared  for  distribution,  ready  mixed.  Even  milk  is  in  it 
in  powdered  form ! 

And  now  Aunt  Jemima  Pancake  Flour  is  known  to  every  house- 
wife— everyone  has  heard  of  it,  though  not  everyone  knows  the 
romance  of  its  origin. 

Grocers  everywhere  carry  it  in  stock  and  hardly  a  kitchen  in 
America  does  not  contain  one  of  the  famous  red  packages  with 
the  smiling  Aunt  Jemima  face  upon  it — hardly  a  family  has  not 
learned  the  secret  of  the  pancakes  that  brought  fame  to  a  Louisi- 
ana mammy ! 


CHAPTER  XIX 

THE   TONE   OF   THE   SELLING   APPEAL 
OUTLINE 

I.  Let  the  tone  of  your  selling  appeal  reflect  the  "individuality" — the  busi- 
ness character — of  your  concern. 

II.  In  the  language  of  the  prospect's  daily  life,  express  your  selling  appeal 
naturally,  choosing  the  sort  of  words  he  is  accustomed  to  using. 

III.  The  nature  of  the  product  has  direct  bearing  upon  the  tone  of  the  selling 
appeal. 

IV.  It  is  advisable  for  the  seller  to  avoid  putting  too  much  effort  into  the 
selling  appeal. 

V.  The  selling  appeal  should  be  authoritative  in  tone. 


CHAPTER  XIX 

THE   TONE   OF   THE   SELLING   APPEAL 

f(I  pictured  that  letter  making  its  way  into  the  humble  homes  all  over  the 
country;  I  could  see  it  carried  from  town  by  the  father  of  the  family;  I  watched 
the  members  of  the  family  bending  over  it  after  supper  by  the  light  of  the 
kerosene  lamp.  That  picture  had  been  with  me  when  I  wrote  the  letter,  and 
therefore  I  had  tried  to  write  as  informally  and  sincerely  as  though  I  were 
present  in  each  home,  talking  and  answering  the  questions  of  the  occupants." — 
From  an  article  contributed  anonymously  to  the  "American  Magazine"  by  the 
head  of  a  big  American  concern. 


ABOVE  all  things  else,  the  tone  of  the  business  letter  and  that  of  the 
advertisement   must    be   natural.     As   in   conversational   business 
English  the  tone  of  the  speaker  reflects  his  own  individuality  while  taking 
cognizance  of  the  character  and  individuality  of  the  prospect,  and  of 
the  nature  of  the  product,  so  must  the  written  sales  appeal : 

(1)  Reflect  the  character,  the  individuality,  of  the   concern  it 
represents. 

(2)  Take  cognizance  of  the  individuality  of  the  prospect,  or  group 
of  prospects,  to  whom  it  is  written. 

(1)   Reflect  the  character,  the  individuality,  of  the  concern  it  repre- 
sents. 

A  successful  business  concern,  like  an  individual,  develops  a  certain 
individuality.  This  individuality  is  in  part  a  reflection  of  the  person- 
ality of  the  separate  members  who  dictate  the  established  order  of  busi- 
ness conduct  of  the  firm ;  in  part,  a  reflection  of  the  conditions  under 
which  the  business  is  conducted.  Read  the  dignified,  and  yet  friendly, 
advertisements  of  the  Cadillac  Motor  Company ;  its  individuality  becomes 
at  once  apparent.  There  is  marked  individuality,  also,  attaching  to 
the  advertisements  of  the  Billings  &  Spencer  Company,  and  to  the  John 
Wanamaker  advertisements,  and  to  those  of  Marshall  Field  &  Company. 

259 


260  THE  TONE  OF  THE  SELLING  APPEAL 

There  is  individuality  of  a  different,  although  no  less  effective  sort, 
attaching  to  the  Edgworth  Tobacco  advertisements.  A  trade  mark,  or  a 
trade  slogan,  or  an  insistence  through  repetition  upon  a  single  central 
selling  argument,  any  or  all  will  serve  to  fix  in  the  prospect's  mind  the 
individuality  of  the  firm.  This  will  manifest  itself,  also,  in  the  selection 
of  words ;  in  the  type  used,  or  in  the  arrangement  of  type,  in  an  adver- 
tisement; likewise,  in  the  letter-head — in  brief,  in  all  factors  that  go 
to  make  up  the  "tone"  of  the  appeal. 

(2)   Take  cognizance  of  the  prospect,  or  group  of  prospects,  to  whom 
it  is  written. 

In  writing,  no  less  than  in  talking,  it  is  necessary  to  express  yourself 
in  terms  that  will  be  most  readily  understood  by  the  person  you  are 
addressing.  Express  your  selling  appeal  clearly  and  simply  then,  in 
the  language  of  the  prospect's  daily  life,  from  his  viewpoint.  Make 
certain  that  your  explanation  is  one  that  he  can  readily  understand; 
it  is  not  alone  sufficient  that  some  business  associate  or  friend  under- 
stands it, — better  equipped  than  is  the  prospect  with  information  concern- 
ing the  product. 

Choose  the  sort  of  words  that  the  prospect  is  accustomed  to  using; 
words  of  some  dignity,  in  the  case  of  a  man  in  a  position  of  responsibility 
or  influence;  simpler  words,  those  in  common  use,  in  the  case  of  the  aver- 
age man.  But  make  this  choice  a  natural  one,  as  you  instinctively  would 
do  in  conversing  with  one  type  of  man  or  the  other.  At  all  times,  avoid 
using  "for  effect"  unusual  words  that  are  foreign  to  everyday  usage. 
The  best  plan  is  to  visualize  the  prospect,  and  then  to  write  to  him  as 
naturally  and  as  forcefully  as  you  would  talk  to  him,  were  he  seated 
across  from  you  at  your  desk. 

The  sort  of  words  you  use  will  vary  somewhat  with  the  product  you 
have  for  sale  as  well  as  with  the  prospect  to  whom  you  write.  Employ 
short,  simple  words  in  selling  the  average  product  that  meets  a  need. 
In  selling  an  expensive  product,  one  in  the  nature  of  a  luxury,  give  your 
letter  a  more  "dignified"  tone.  This  dignity  is  acquired  by  the  use  of 
somewhat  longer  words. 

It  is  well  to  avoid  an  appearance  of  too  much  effort  in  your  selling 
appeal;  do  not  urge  overmuch,  nor  become  too  insistent  concerning  the 


MAKE  YOUR  APPEAL  AUTHORITATIVE  261 

merits  of  your  product.  Anxiety  on  your  part  causes  the  prospect  to 
think  that  your  selling  task  is  a  difficult  one.  Let  the  tone  of  your  appeal 
convey  your  impression  that  the  prospect  will  buy  just  as  soon  as  you 
have  furnished  him  with  the  requisite  information. 

And,  finally,  make  your  appeal  authoritative  in  tone.  The  prospect 
will  not  believe  in  your  product  unless  you  show  him.  that  you  yourself 
believe  in  it.  Be  confident,  therefore,  •  in  affirming  its  merits ;  only  in 
this  way  will  you  win  the  confidence  of  the  reader.  Let  your  confidence, 
however,  be  tinged  with  a  rational  conservatism;  let  it  be  based  upon 
substantiated  claims  and  not  upon  claims  that  are  exaggerated.  An 
overweening  self-confidence  leads  to  a  boastful,  arrogant  attitude  which 
the  prospect  is  quick  to  resent. 

Advertisements,  and  letters,  of  * '  everyday ' '  tone  are  of  the  sort  used 
in  appealing  to  business  men.  They  employ  short  sentences  and  lose 
no  time  in  getting  down  to  the  heart  of  the  selling  appeal,  stripping  it 
of  all  unnecessary  ideas  and  of  all  unnecessary  verbiage : 

WHO  ARE  THE  BEST  JUDGES  OF  FAN  BELTS?  . 

The  car  builder  has  much  at  stake  in  the  selection  of  a  fan 
belt  to  be  used  as  standard  equipment.  It  is  a  vital  part  of  the 
car— and  thus  the  builder's  reputation  is  involved  in  its  perform- 
ance. 

So  car  builders  can  not  choose  at  random.  They  do  not  judge 
a  fan  belt  by  its  weight,  its  "feel,"  its  appearance — for  all  these 
may  mean  nothing  when  it  comes  time  for  the  belt  to  display  its 
qualities  in  actual  service. 

Probably  no  other  item  of  car  equipment  is  tested  with  such 
pitiless  severity  as  are  fan  belts.  They  are  tested  for  heat-resist- 
ance, for  oil-resistance,  for  water-resistance — tested  to  the  col- 
lapsible point.  They  are  tested  for  shrinkage,  for  stretching,  for 
slipping,  and  the  car  maker  shows  no  mercy.  He  can't  afford  to. 

Just  how  important  the  motor  car  industry  considers  these  tests 
is  shown  in  the  remarkable  unanimity  of  choice,  i.e.,  in  the  fact 
that  ONLY  ONE  MAKE  OF  BELT  has  been  selected  for  use  on 
8  out  of  every  10  cars  being  built  in  America  today. 

That  belt  is  Gilmer. 

Can  you  safely  ignore  the  matured  judgment  of  experts  ?     When 


262  THE  TONE  OF  THE  SELLING  APPEAL 

you  need  a  new  fan  belt — remember  the  name  of  the  belt  that 
proved  itself  fit  for  service  on  80  per  cent,  of  all  cars  produced. 
Remember — every  make  of  belt  has  been  tested  alike. 

Remember  Gilrner.  Every  belt  is  plainly  marked  with  the  trade 
name  "Gilmer"  and  marked  for  the  car  it  fits. 

The  written  selling  appeal  aimed  at  influencing  farmers  is  simple, 
direct,  and  straightforward  in  tone.  The  farmer,  before  arriving  at  a 
buying  decision,  exacts  more  complete  information  than  does  the  average 
prospect : 

HARDIE  SPRAYERS 
BETTER  THAN  EVER 

Hardie  stands  for  spraying  efficiency — fast  and  thorough  work. 
Hardie  Sprayers  have  always  been  fundamentally  right — built  to 
give  long  and  economical  service. 

But  experience  is  a  great  teacher,  and  as  we  come  into  close 
contact  with  orchard  conditions  from  year  to  year,  we  find  we 
can  make  Hardie  Sprayers  even  better.  Our  experience  has  en- 
abled us  to  foresee  the  exacting  requirements  of  the  up-to-date 
orchards — the  heavy  demands  put  upon  the  sprayers,  and  to  have 
a  Hardie  ready  to  meet  them. 

1920  HARDIE  IMPROVEMENTS 

So  this  year  we  are  giving  you  more  horse-power  in  the  engine 
with  less  fuel  consumption — cutting  down  the  cost  of  operation. 

And  now,  also  the  pump  is  stronger  and  more  powerful — chain 
drive  prevents  any  slippage  and  delivers  full  power  from  the 
engine  to  the  pump — means  bigger  capacity  and  higher  pressure — 
more  rapid  work. 

With  the  new  1920  underfeed  suction,  longer  life  is  assured. 
This  new  device  prevents  gritty,  destructive  dirt  and  sand  from 
entering  the  pump  and  therefore  you  can  clean  the  pump  easily. 

Add  to  these  features  new  construction  which  lowers  the  center 
of  gravity,  giving  greater  clearance  in  closely  set  orchards — the 
rapid  tank  filler  recently  improved  so  that  its  capacity  is  greatly 
increased,  rigid  frame  construction  that  holds  engine  and  mechan- 
ism securely  in  place  and  allows  for  adjustment  to  take  up  wear, 


THE  "EVERYDAY"  TONE  263 

and  many  other  well  known  superiorities  of  Hardie  Sprayers. 

That  means  you  can  spray  your  orchard  with  greater  rapidity 
and  with  far  greater  effectiveness  with  a  Hardie  Sprayer.  The 
wisdom  of  using  a  Hardie  shows  both  in  your  increased  crop  of 
clean,  fine  fruit  and  in  the  lessened  cost  of  spraying — bigger 
profits  for  your  orchard. 

With  fruit  so  high-priced,  why  not  make  certain  that  you  get 
all  possible  profit  from  the  orchard?  A  Hardie  enables  you  to 
do  it. 

The  ' '  everyday- ' '  tone,  in  the  appeal  to  women,  is  a  bit  more  restrained, 
a  bit  less  abrupt,  than  in  the  appeal  to  men,  since  women  are  less  accus- 
tomed to  the  direct,  abrupt  methods  of  business.  For  example : 

TWO  OF  THE  MANY 

DISTINGUISHING  FEATURES  OF 

THE  ELECTRIC  SWEEPER- VAC 

1.  The  Motor  Driven  Brush 

operated  electrically  at  the  proper  speed  to  remove  every  speck 
of  threads,  lint  and  hair  and  to  vibrate  the  nap  without  injury 
to  the  rug. 

2.  The  Sweeper- Vac  Combines 

TWO  CLEANERS 
IN  ONE 

either  the  plain  suction  type  or  the  Motor  Driven  Brush  type. 

Yes,  there  they  both  are  in  the  one  Sweeper-Vac.  Choose 
whichever  you  wish.  One  turn  of  that  lever  gives  it  to  you. 

If  you  are  in  doubt  which  of  the  two  recognized  types  of 
Vacuum  Cleaner  you  ought  to  have,  this  doubt  may  be  dispelled 
at  once,  for  the  ELECTRIC  SWEEPER-VAC  combines  both 
types — either  one  instantly  at  your  command. 

For  a  Vacuum  Cleaner  there  is  another  step  beyond  even  good 
construction  and  efficiency,  before  it  can  fully  please  the  house- 
wife. 

It  must  be  light  and  easy  to  operate  and  as  free  as  possible  from 
need  of  the  "trouble-man,"  so  that  the  housewife  can  feel  at  rest 
while  she  works. 


264  THE  TONE  OF  THE  SELLING  APPEAL 

This  is  the  Electric  Sweeper-Vac  way. 

If  you  could  see  how  we  make  the  Sweeper- Vac  and  watch  our 
rigid  three-fold  inspection  of  every  cleaner,  we  believe  you  would 
buy  it  even  if  it  did  not  have  its  score  or  more  of  unusual  features. 

Even  in  selling  a  product  of  a  nature  a  man  would  regard  as  prac- 
tical, advertisers  are  accustomed,  in  appealing  to  women,  to  employ  an 
appeal  calculated  to  reach  the  emotions,  as  well  as  to  reach  the  intellect. 
Such  an  appeal  is  employed  on  the  theory  that  women  are  more  likely 
to  respond  to  the  emotions,  and  less  likely  to  be  guided  by  "cold" 
reason  and  logic,  than  are  men.  In  the  following  advertisement,  logical 
reasons  as  to  why  Ivory  Soap  Flakes  render  better  service  than  do 
competing  soap  flakes,  are  presented  in  an  "emotional"  tone: 

THERE  'S  NO  TELL-TALE 

LAUNDERED  LOOK  TO  SILKS  THAT  HAVE 

BEEN  WASHED  WITH  IVORY  SOAP  FLAKES 

It  's  really  fascinating  to  see  a  silk  frock  transformed  into  a 
thing  of  beauty  again,  after  a  dip  into  the  wonder-working  suds 
of  Ivory  Soap  Flakes. 

The  secret  lies  in  the  mildness  and  purity  of  the  rich  Ivory 
lather,  which  dissolves  the  dirt  instantly,  without  affecting  the 
lustrous  finish.  (Did  you  know  that  many  manufacturers  of  fine 
silks  and  silk  garments  recommend  Ivory  Soap  for  washing  their 
products?) 

No  rubbing  is  needed,  so  you  '11  have  none  of  the  tiny  wrinkles 
that  simply  will  not  press  out  of  silk,  once  they  are  in. 

You  can't  imagine,  until  you  have  tried  it,  what  a  big  help 
Ivory  Soap  Flakes  is  in  keeping  your  loveliest  things  like  new. 
You  never  have  to  worry  about  a  thing — Ivory  Soap  Flakes  can 
not  injure  any  fabric  or  color  that  water  alone  will  not  harm, 
because  it  is  genuine  Ivory  Soap,  pure,  mild,  unadulterated. 

For  41  years,  expert  laundresses  have  been  washing  these  same 
fabrics  perfectly  with  Ivory  Soap.  Now  that  Ivory  comes  also  in 
these  quick-working  flakes,  it  makes  the  washing  of  silks  so  easy 
and  safe  that  it  really  is  no  task  at  all. 

More  obviously  emotional  in  tone  than  the  above  advertisement,  is  the 


THE  EMOTIONAL  TONE  265 

following  advertisement,  typical  of  a  large  number  of  advertisements 
employed  in  selling  to  women : 

THE  SWEETEST  HOUR  OF  THE  DAY 

The  bed-time  hour,  when  happy  children,  weary-limbed  and 
heavy-eyed,  troop  off  to  bed.  In  that  twilight  hour,  there  is  the 
mother's  happiest  moment  or  her  most  disturbed,  depending  upon 
the  mood  in  which  the  children  finish  their  day. 

There  is  a  direct  relation  between  your  children's  mental  state 
and  the  clothes  they  wear.  If  they  are  free  to  play  to  their  hearts' 
content,  without  dread  of  harming  their  clothes,  they  trundle  off 
to  bed  wholesomely  tired,  sleepy,  and  thoroughly  lovable ;  but  how 
can  they  be  otherwise  than  irritable  and  nervous  if  they  have  been 
cramped  and  fettered  all  day  long  because  they  were  too  '  *  dressed 
up  "  to  romp  like  other  children  ? 

Children  should  be  dressed  for  play,  just  as  they  should  for 
nice  occasions.  In  play-hours,  they  should  wear  sensible  wash 
garments,  designed  to  stand  childhood's  wear-and-tear.  Then 
they  are  happy  in  play,  and  well  dressed  when  the  occasion  re- 
quires. '  *  Slipova ' '  play-clothes  are  thoroughly  sensible  garments, 
made  of  guaranteed  standard  fabrics,  and  absolutely  fast  in  color. 

They  can  be  slipped  on  or  off  in  a  jiffy,  and  will  make  many 
trips  to  the  washtub.  They  are  made  in  plain  or  stylishly  trimmed 
patterns,  in  solid  shades  or  in  brilliant  designs. 

The  following  advertisement  likewise  is  emotional  in  tone: 

"AT  DAWNING" 

Hear  This  Beautiful  Ballad  Sung  by  the  Gifted  Irish  Tenor,  and 
Marvelously  Reproduced  by 

THE  AEOLIAN-VOCALION 

"When  the  dawn  flames  in  the  sky, 
I  love  you." 

Once  in  a  generation  there  comes  to  us  a  true  ballad  singer — 
one  whose  voice,  by  its  sheer  beauty  and  natural  quality,  can 
make  us  sad  or  glad,  as  the  spirit  of  his  song  dictates,  and  whose 


266  THE  TONE  OF  THE  SELLING  APPEAL 

own  spirit  truly  grasps  and  voices  the  sentiment  he  is  expressing. 
From  Ireland  he  will  most  frequently  come.     The  isle  of  fairies 
and  poetry  seems  best  able  to  produce  those  wonderful  tenors 
whom  we  welcome  and  hold  as  long  as  we  may. 

Colin  0  'More  is  such  a  singer.  This  talented  young  tenor  has  a 
magnificent  future.  His  singing  of  the  old  familiar  ballads  that 
everyone  loves  has  never  been  surpassed.  Due  to  the  extraor- 
dinary results  accomplished  in  recording,  by  the  new  system  em- 
ployed in  making  Victor  Records,  and  the  perfect  reproductions 
made  possible  by  the  superior  construction  of  the  Aeolian-Vocalion, 
we  are  today  in  a  position  to  enjoy  Colin  0  'More 's,  and  other 
singers'  art,  as  never  before. 

The  Aeolian-Vocalion  is  an  unequalled  medium  for  interpreting 
Vocalion  and  all  other  makes  of  records.  Its  universal  tone  arm 
is  so  constructed  that  the  Vocalion  will  play  all  records  at  their 
best. 

The  unparalleled  tone  of  the  Vocalion,  the  beauty  of  its  cases, 
the  simplicity  and  efficiency  of  its  mechanical  features,  and  its 
exclusive  tone-control — the  Graduola — by  which,  for  the  first  time, 
an  artistic  means  of  personally  playing  the  phonograph  is  pre- 
sented, make  the  Aeolian-Vocalion  the  supreme  phonograph  on  the 
market  today. 

The  "personal"  tone  is  used  in  selling  to  men  a  relatively  inexpen- 
sive product  that  gives  satisfaction  or  pleasure,  in  contrast  with  one  that 
directly  meets  a  business  need : 

MAKES  YOUR  FACE  FEEL  FINE 

How  the  Double  Bevel  Blade 

Gives  You  a  New  Kind  of  Shave 

By  A.  C.  Penn 

Do  you  know  why  you  're  dissatisfied  with  your  shaving?  Do 
you  know  why  you  go  on  trying  razor  after  razor? 

Do  you  know  why  you  try  to  cultivate  resignation  each  day, 
when  your  roughened  skin  shrinks  away  from  your  harsh  razor 
edge?  I  am  going  to  tell  you  why.  It  's  because  you  have  not 


TAKES  COGNIZANCE  OF  THE  PROSPECT  267 

yet  used  a  razor  blade  which  shaves  off  the  beard  and  nothing  else. 

The  difference  between  a  cut,  a  scrape,  and  a  shave  is  less  than 
l-1000th  of  an  inch ! 

The  Double-Bevel  on  the  Penn  Blade  takes  care  of  this  l-1000th. 

One  day  some  years  ago,  in  a  little  side-street  shop  in  a  Eu- 
ropean city,  I  bought  a  hand-ground  razor. 

When  I  shaved  with  it,  I  could  hardly  feel  the  edge. 

After  I  had  finished,  my  face  actually  felt  better  than  before  I 
had  started. 

And  when  I  touched  my  face,  the  skin  felt  so  smooth  that  I  kept 
running  my  hand  over  my  cheek. 

I  went  back  to  that  small  shop,  and  asked  the  owner  how  he 
produced  such  a  remarkable  edge.  This  is  what  he  told  me : 

"When  a  razor  scrapes  and  leaves  your  face  sore,  that  's  be- 
cause it  is  shaving  off  some  of  the  skin  along  with  the  beard. 

"The  blade  is  digging  into  the  surface  of  the  skin.  The  pres- 
sure necessary  to  carry  it  through  the  beard  makes  it  drag. 

"In  grinding  my  razors,  I  add  an  extra  bevel — very  narrow — 
you  can  hardly  see  it — right  close  to  the  edge. 

"This  bevel  lifts  up  the  keen  edge,  and  holds  it  flat  against  the 
face.  Thus  it  shaves  off  the  beard,  but  does  not  dig  into  the  skin. 

"That  's  why  my  edge  leaves  your  face  feeling  fine." 

I  saw  immediately  that  this  was  the  razor  edge  which  thousands 
of  men  were  looking  for. 

When  I  came  home,  I  started  the  work  of  applying  this  double- 
bevel  principle  to  the  safety-razor  blade — which  has  to  be  very 
thin,  and  has  to  be  machine-ground.  It  was  no  easy  problem. 

Now  after  years  of  study  and  painstaking  experiment,  I  have  it. 

Unless  you  are  willing  to  get  a  Penn  Razor  and  try  the  Penn 
Double-Bevel  Blade,  you  will  not  believe  that  any  razor  edge  can 
actually  make  your  face  feel  fine  after  shaving. 

But  when  you  do  this,  you  '11  be  the  happiest  shaver  going. 
And — like  every  other  Penn  shaver — you  '11  tell  your  friends 
about  your  discovery. 


268  THE  TONE  OF  THE  SELLING  APPEAL 

Perm  Double-Bevel  Blades  fit  all  models  of  Penn  Razors.  The 
New  Penn  Adjustable  Razor  and  ten  Double-Bevel  Blades,  in 
leather  case,  $5. 

Penn  Shaving  Sets,  including  Adjustable  Razor,  ten  blades,  and 
Honing  Strop,  in  leather  case,  $7.50  and  $10. 

Note ;  If  the  store  where  you  usually  trade  has  not  yet  stocked 
Penn  Adjustable  Razors,  write  us.  We  11  see  that  you  are  sup- 
plied. 

The  "personal,"  or  conversational,  tone  is  most  likely  to  be  effective 
if  the  words  of  the  conversation  are  "spoken"  by  characters  in  the  ad- 
vertisement. The  prospect  is  more  likely  to  accept  personal  advice  that 
seems  to  come  from  persons  represented  in  the  advertisement,  than  to 
accept  personal  advice  presented  direct  by  the  copy  writer.  The  follow- 
ing is  an  example  of  this  type  of  advertisement : 
(The  illustration  shows  a  well-dressed  woman  talking  with  her  friends.) 

"I  SAVED  $100  ON  MY  CLOTHES 
THIS  SEASON" 

"Yes,  I  made  this  dress  myself.  It  cost  exactly  $18.50  for  the 
materials  and  I  have  n  't  seen  anything  in  the  shops  for  as  much 
as  $75  that  I  like  so  well.  You  know  I  never  used  to  sew  at  all. 
But  since  I  've  learned  I  Ve  made  so  many  pretty  things — this 
dress,  a  tailored  suit,  two  house  dresses,  three  petticoats,  several 
blouses  and  lots  of  lingerie.  Then  I  made  three  school  dresses  for 
Betty  and  the  dearest  little  coat  from  one  of  my  own.  Why  we 
have  more  and  prettier  things  than  we  ever  have  had  and — I  was 
just  figuring  up  yesterday  I  've  already  saved  $100  on  my  clothes 
this  season. ' ' 

Thousands  of  women  in  city,  town  and  country  are  telling  prac- 
tically this  same  story  since  learning  at  home  through  the  Woman 's 
Institute  to  make  their  own  clothes.  .  .  .  (The  advertisement  goes 
on  to  explain  the  dressmaking  course  offered  by  the  Woman's 
Institute.) 

The  " personal  plus"  tone  is  employed  in  selling  the  same  type  of 
product  that  the  "personal"  tone  is  employed  in  selling.  It  is  more  in- 
formal, more  '  *  cheerful, ' '  and  more  *  *  breezy ' '  than  the  *  *  personal  tone ' ' : 


TAKES  COGNIZANCE  OF  THE  PROSPECT  269 

HOW  MANY  FACES 
HAS  FOUR  BITS? 

Funny  thing  about  money.  A  half  dollar  looks  different  every 
time  you  take  it  out  of  your  pocket.  It  's  hardly  big  enough  to 
count  when  you  're  taking  a  girl  to  a  show  and  supper,  but  next 
day  it  looks  like  a  million  dollars  when  you  invest  it  in  a  lunch 
counter. 

The  more  it  buys,  the  harder  it  is  to  spend. 

All  of  which  is  suggested  by  what  a  millionaire  said  to  me  the 
other  evening — as  free  a  spender  as  ever  I  passed  a  hotel  evening 
with: 

"Look  here,  Jim,"  he  said,  "I  can't  see  that  50  cent  size  of 
Mennen  's — it  's  too  much  coin  to  spend  for  shaving  cream. ' ' 

"But  it  's  a  bigger  tube,"  I  protested. 

"I  know,"  he  answered,  slipping  thirty-five  cents  to  the  waiter, 
"but  thirty-five  cents  is  my  price  for  shaving  cream." 

"Ain't  nature  wonderful?" 

In  our  50-cent  tube  of  Mennen 's  shaving  cream  there  's  enough 
shaving  cream  to  bring  peace  and  joy  of  living  into  a  man's  life 
every  morning  for  many  months — 

Enough  cream  to  soften  the  meanness  out  of  two  seasons'  crops 
of  stubble. 

And  a  quality  of  shaving  cream  so  fine,  so  unusual,  so  remark- 
able— 

— Say,  have  you  ever  tried  Mennen  shaving  cream  ?  Have  you 
ever  taken  half  an  inch  on  a  drenched  brush  and  whipped  it  for 
three  minutes  into  a  creamy,  firm,  moist  lather — with  the  brush 
only — using  a  lot  of  water — hot  or  cold — 

—and  then  slipped  the  razor  down  the  east  facade  of  your  jaw 
in  the  most  deliciously  glorious  shave  of  your  career? 

You  Ve  got  to  know  Mennen 's  to  like  it.  Send  me  twelve  cents 
and  I  '11  mail  a  demonstration  tube.  Try  it!  Then  reason  with 
yourself  calmly  if  many  months  of  such  shaves  are  n  't  worth  the 
price  of  two  Perfectos. 

The  "slangy"  tone  ordinarily  is  employed  in  selling  products  that 
give  pleasure  and  enjoyment.  It  often  is  used  in  advertising  tobacco, 
and  similar  products: 


270       THE  TONE  OF  THE  SELLING  APPEAL 

YOUR  BREAKFAST  IN  YOUR 
BED  ON  SUNDAY  MORNING- 

And  a  pipe  of  Velvet  afterwards.  That  's  the  life !  That  's 
when  Velvet's  lazy  old  mellowness  just  seems  to  get  next  to  you 
and  tickle  you  'most  to  death. 

As  Velvet  Joe  says :  ' '  Blessed  be  hard  work  so  's  we  can  knock 
off  and  smoke  a  lazy  pipeful. ' ' 

Maybe  you  think  that  mild  tobacco  can't  have  much  taste. 
Maybe  you  think  tobacco  's  got  to  be  strong  to  let  you  know  you  're 
smoking.  Wrong  twice  in  the  same  place ! 

There  is  n  't  any  tastier,  realer  pipe  tobacco  than  honest  Ken- 
tucky Burley.  And  after  it  's  been  aged  in  the  wood  two  years 
it  's  so  smooth  and  mild  and  mellow  that — well,  it  's  Velvet ! 

No  use  a-talking.  There  's  more  smooth  smoke  and  sunny  good 
fellowship  in  a  friendly  old  pipe  of  Velvet  than  you  '11  find  any- 
where else  in  a  month  of  Sundays. 

The  "slangy"  tone  often  is  employed  in  selling  products  that  provide 
recreation.  The  following  advertisement  is  written  in  the  cadence  of  a 
popular  song  sung  by  a  vaudeville  entertainer: 

EXCLUSIVE  COLUMBIA  ARTISTS 
IN  THE  LATEST  SONG  HITS 

Who  kids  them  along  in  the  latest  song  on  Columbia  Records 
only  ? — Al  Jolson  ! 

Who  raises  the  roof  with  melodious  mirth  on  Columbia  Records 
only  ? — Nora  Bayes ! 

Who  knows  how  to  mix  song  with  laughter  and  tricks  on  Colum- 
bia Records  only? — Van  &  Schenck! 

Who  jazzes  the  house  by  just  opening  his  mouth  on  Columbia 
Records  only  ? — Harry  Fox  ! 

Who  starts  on  the  quiet  and  ends  in  a  riot  on  Columbia  Records 
only  ?— Bert  Williams  ! 

Where  do  you  find  the  newest  of  song  hits  by  all  the  most  popu- 
lar artists? — On  their  exclusive  Columbia  Records! 

Where  best  will  you  hear  these  Columbia  Records  played  ? — On 
the  Columbia  Grafonola! 


TAKES  COGNIZANCE  OF  THE  PROSPECT  271 

Contrast  the  tone  of  the  above  advertisement  with  that  of  the  follow- 
ing advertisement,  which,  being  aimed  at  appealing  to  persons  who  appre- 
ciate more  classical  music,  employs  a  dignified,  "exclusive"  tone.  Note 
that  the  "exclusive"  tone  employs  longer,  more  "dignified"  words,  and 
longer  sentences : 

The  final  silver  thread  of  music  spun  by  the  wizard  bow  of  a 
Ysaye — the  tears  and  feeling  in  the  tender  depths  of  Fremstad's 
noble  voice — the  sheer  magnificence  of  a  thrilling  orchestra  finale 
— all  these  elusive  tonal  beauties  are  caught  and  expressed  in 
Columbia  Records,  from  the  faintest  whisper  to  the  vastest  tidal 
wave  of  sound. 

Volume — TONE — feeling — the  most  delicate  shading  of  a  theme, 
are  delicately  preserved  and  supremely  present  in  every  Columbia 
Record,  an  exquisite  tone-perfection  that  does  not  vanish  with 
use. 

You  can  test  these  exclusive  qualities  in  a  series  of  home  recitals 
such  as  no  concert  audience  is  ever  privileged  to  hear.  See  the 
nearest  Columbia  Dealer  today  and  arrange  for  your  demonstra- 
tion. 

The  '  *  exclusive ' '  tone  is  used  in  suggesting  the  prestige  of  the  firm  be- 
hind the  product.  For  example : 

Conference  among  Cadillac  engineers,  designers,  and  craftsmen 
has  been  continuing  over  a  long  period  of  years. 

It  begins  anew  each  morning,  with  the  one  unchanging  thought 
of  bringing  the  car  to  a  higher  degree  of  positiveness  and  certainty. 

There  is  not  so  much  as  a  nut  or  a  bolt  in  its  construction  that 
has  not  passed  under  rigid  scrutiny  times  without  number. 

Every  Cadillac  which  leaves  production  is  like  every  other  in 
the  application  of  these  principles — excepting  that  the  process  of 
improvement  is  continuous. 

When  some  other  car  has  engaged  the  same  skill  over  the  same 
long  period — then,  and  not  till  then,  can  there  be  another  car  com- 
parable to  the  Cadillac  in  reliability. 

The  following  advertisement  illustrates  the  use  of  longer  and  more 
"dignified"  words  in  the  "exclusive"  appeal  aimed  at  selling  an  expen- 
sive product  to  a  woman : 


272  THE  TONE  OF  THE  SELLING  APPEAL 

THE  ETRUSCAN 

A  Distinctive  Gorham  Design 

in  Solid  Silver 

This  design,  with  its  Greek  fret,  or  key  motif,  is  a  pattern  of 
singular  simplicity  and  strength. 

It  embraces  a  complete  assortment  of  Table  Silver,  Dinnerware, 
and  Tea  and  Coffee  Services. 

A  silverware  pattern  of  such  merit  and  distinction  is  not  to  be 
limited  in  its  uses,  but  is  worthy  to  officiate  in  all  departments  of 
the  table. 

Best  of  all,  it  is  a  pattern  of  which  you  will  never  tire,  for  the 
Etruscans  flourished  1000  years  before  the  Christian  era,  and 
after  25  centuries  the  world  still  does  honor  to  Etruscan  art. 

The  art  which  has  survived  25  centuries  of  change  is  a  safe 
choice  in  period  silverware. 

It  is  Gorham  Made  and 
Bears  This  Indenture 

The  employment  of  words  of  a  foreign  language  in  surrounding  the 
product  with  an  atmosphere  of  '  *  exclusiveness ' ' : 

SO  ENCHANTING  A  GIFT 
UN  NOEL  TRES  JOYEUX! 

With  Djer-Kiss  Paris-created — Djer-Kiss  in  joyous  Holiday 
sets!  This  fairy  fountain  of  Versailles  is  pictured  on  the  box. 

Is  it  not  wonderful,  Madame,  Mademoiselle,  that  there  should 
be  given  to  those  who  admire  an  opportunity  to  bestow  so  en- 
chanting a  gift ! 

Last  year,  indeed,  so  many  wished  for  these  sets  that  there  were 
not  enough  to  go  'round.  This  year  there  will  be  more.  But  you 
will  be  wise  if  you  let  fall  a  hint — just  a  soft  little  whisper — so 
that  the  giver,  lui  ou  elle,  shall  be  forewarned  and  forehanded. 

Then,  too,  if  you  seek  something  simpler,  each  Specialite — 
whether  it  be  Extract,  Face  Powder,  Talc,  Sachet,  Toilet  Water, 
Vegetale,  Soap,  or  Rouge — is  in  itself  a  gift  most  acceptable — a 
gift  quite  complete  in  grace  and  charm. 


TAKES  COGNIZANCE  OF  THE  PROSPECT  273 

In  the  smart  little  shop.  In  the  leading  big  shops.  In  charm- 
ing Holiday  boxes  will  they  be  found.  These  single  specialites. 
These  Djer-Kiss  sets — in  five  varied  combinations  from  more 
elaborate  for  madame,  for  mademoiselle,  to  the  simple  three-piece 
sets  so  approved  by  monsieur. 

DJER-KISS 


CHAPTER  XX 

FOLLOW-UP    LETTERS 

OUTLINE 

I.  Principles  underlying  the  writing  of  Follow-Up  Letters. 
II.  Sources  for  compiling  the  Mailing  List. 
III.  Means  of  testing  the  pulling  power  of  the  appeal. 


CHAPTER  XX 

FOLLOW-UP   LETTERS 

"But  there  are  various  kinds  of  letters — sales  letters,  collection  letters,  pro- 
motion letters,  and  many  others,  so  we  naturally  wonder  to  which  classification 
the  term  'follow-up'  applies,  and  why.  The  explanation  is  simple.  Every  let- 
ter which  is  written  is  written  for  a  purpose.  Until  that  purpose  is  accom-, 
plished,  the  letter  has  only  partly  succeeded.  A  sales  letter  is  written  for  the 
purpose  of  making  a  sale,  and  if  the  first  letter  fails  it  should  be  followed  by 
another  letter,  and  another,  and  another,  until  the  sale  is  made.  A  collection 
letter  is  sent  to  get  money,  and  if  it  fails  its  followers  should  go  on  and  on  until 
one  finally  'brings  home  the  bacon.'  Advertising  letters  are  intended  to  bring 
inquiries  and  when  one  or  twenty  fail,  the  twenty-first  should  not  end  the  series 
unless  it  gets  what  it  goes  after." — 0.  H.  Kepley,  in  "Follow-Up  Letters,"  issued 
by  The  American  Multigraph  Sales  Company. 


(1)   Principles  underlying  the  writing  of  Follow-Up  Letters. 

Each  separate  advertisement  in  an  advertising  campaign  is  closely 
related,  in  purpose  and  in  subject  matter,  to  preceding  and  to  subsequent 
advertisements.  Never  does  one  advertisement  stand  alone.  The  selling 
campaign  extending,  it  may  be,  over  a  period  of  years  is  planned  as  a 
whole,  of  which  each  separate  appeal  is  a  component  part. 

It  may  be  that  the  first  advertisements  are  planned  at  "educating" 
the  prospect;  advertisements  next  following,  it  may  be,  are  aimed  at 
acquainting  the  prospect  with  the  distinguishing  merit  which  makes  the 
product  stand  apart  from  other  products  of  the  same  type;  and,  based 
upon  the  assumption  that  the  prospect  now  is  familiar  with  the  service 
rendered  by  the  type  of  product  and  with  the  distinguishing  merits  of 
the  particular  make  of  product,  the  final  advertisements,  it  may  be,  are 
devoted  either  to  proof  or  to  publicity,  that  is,  to  impressing  forcefully 
upon  the  mind  of  the  prospect  the  trade  name  of  the  product. 

Business  letters,  like  advertisements,  are  most  likely  to  be  effective 
when  they  are  arranged  as  related  units  in  a  series.  Such  a  series  is 
known  as  a  Follow-Up  Series,  since  each  letter  after  the  first  is  so  planned 

277 


278  FOLLOW-UP  LETTERS 

as  to  ' '  follow  up ' '  the  appeal  of  the  letter  or  letters  that  have  preceded  it. 
In  the  case  of  sales  letters,1  the  Follow-Up  Series  may  be  classified 
in  accordance  with  the  duration  of  the  appeal,  as  follows : 

(1)  Wear-Out. 

(2)  Continuous. 

In  the  Wear-out  Series,  each  letter  aims  either  at  closing  the  sale  im- 
mediately by  mail,  or,  more  likely,  at  causing  the  prospect  immediately  to 
agree  to  a  demonstration  or  to  the  visit  of  a  salesman,  the  expectation 
being  that  the  visit  or  the  demonstration  will  end  in  a  sale.  The  series 
ends  only  when  returns  no  longer  make  it  profitable  to  send  out  addi- 
tional letters  to  the  prospects  still  on  the  mailing  list.  The  Wear-Out 
series  is  based  upon  the  principle  that  no  two  prospects,  even  though 
members  of  the  same  class,  respond  exactly  in  the  same  way  to  any  given 
sales  appeal;  hence,  different  selling  arguments  or  different  methods  of 
presenting  the  same  argument  must  be  employed  in  dealing  effectively 
with  different  prospects.  This  series  has,  it  may  be  said,  the  virtue 
of  persistency;  as  by  its  very  reiteration  of  selling  arguments,  it  likely 
will  make  a  lasting  impression  of  the  merits  of  the  product  upon  the 
mind  of  the  prospect. 

If  the  central  selling  argument  has  been  carefully  selected  after  talk- 
ing with  a  considerable  number  of  members  of  the  class  to  which  the 
appeal  is  made,  and  therefore  may  be  relied  upon  to  match  the  vital 
needs  of  this  class,  the  better  plan  is  to  limit  the  Wear-Out  series  to  this 
one  selling  argument,  advancing  it  from  different  angles  in  each  letter, 
and  thus  finally  winning  its  acceptance  by  the  largest  possible  number 
of  prospects  on  the  mailing  list.  When,  however,  two  or  more  selling 
arguments  of  cardinal  importance  suggest  themselves,  the  series  may  be 
effectively  developed  around  more  than  one  point,  with  the  expectation 
that  prospects  who  are  unresponsive  to  the  first  selling  argument  will  be 
influenced  by  the  second. 

The  Continuous  Follow-Up  entails  a  steady  and  consistent  effort  to 
develop  trade.  Its  likely  purpose  is  to  keep  up  a  continual  flow  of  infor- 
mation that  will  interest  the  prospect,  or  the  customer,  in  your  goods, 
or  that  will  interest  him  in  the  service  you  extend,  or  that  will  increase 

i  The   principles  underlying   the   planning   of   Follow-up   Letters    in    a   Collection 
Series,  are  dealt  with  in  Chapter  XXX. 


UNDERLYING  PRINCIPLES  279 

his  confidence  in  your  firm.  Letters  in  the  Continuous  series  are  sent  out 
season  after  season,  year  after  year,  at  irregular  intervals. 

The  dealer  makes  effective  use  of  the  Continuous  Follow-Up  series. 
The  owner  of  the  corner  drug  store,  or  the  grocery  store,  for  example, 
calls  attention  to  the  completeness  or  desirability  of  the  stock  he  carries ; 
he  advances  reasons  why  the  prospect  should  make  his  purchases  at  the 
"neighborhood"  store;  he  gives  notification  of  sales,  of  seasonable  offer- 
ings; he  emphasizes  courtesy  and  service.  The  banker  stresses  the  im- 
portance of  the  principle  of  thrift.  The  owner  of  a  music  store  sends  out 
a  list  of  new  records,  a  list  of  songs  just  out,  etc.  The  manufacturer 
uses  the  series  in  calling  to  the  dealer's  attention  new  lines,  new  service 
features;  and  in  keeping  the  dealer  informed  as  to  trade  conditions. 
The  salesman  employs  this  series  to  keep  himself  in  touch  with  the  dealer 
between  visits. 

Carefully  check  the  mailing  list  as  orders  and  inquiries  resulting 
from  the  Follow-Up  series  come  in.  An  order  eliminates  the  name  from 
the  list  of  prospects  and  places  it  in  the  customer  file.  An  inquiry  gener- 
ally calls  for  the  dictation  of  a  special  letter.  If  the  special  letter  does 
not  bring  an  order,  dictate  a  second  letter,  or  mail  an  additional  form 
letter  in  the  Follow-Up  series,  as  circumstances  may  dictate.  If  you 
continually  receive  inquiries  of  a  like  sort,  make  up  a  new  series  of  form 
letters  covering  the  specific  points,  thus  saving  the  expense  involved  in 
dictating  special  letters.  For  example:  a  firm  manufacturing  paints 
has  put  out  a  series  of  form  letters  pushing  the  sale  of  house  paints. 
Numerous  inquiries  come  in  asking  whether  the  paint  is  suitable  for 
interior  decoration.  The  firm  promptly  checks  off  on  the  original  mail- 
ing list  the  names  of  those  making  inquiry  and  adds  these  names  to  a 
list  of  prospects  whose  inquiries  may  be  answered  through  the  series  of 
form  letters  dealing  with  interior  decoration. 

In  answer  to  an  inquiry,  a  letter  whether  "form"  or  "special"  may 
be  of  some  length.  The  prospect  has  taken  the  trouble  to  ask  you  for 
information  about  your  product,  or  to  mail  in  the  coupon  attached  to 
your  advertisement.  You  can  properly  assume  that  he  is  sufficiently 
interested  to  take  time  to  go  into  the  details  of  your  offer. 

Whatever  the  class  of  Follow-Up,  observe  the  following  rule : 

Do  not  suggest  to  the  prospect  that  you  feel  you  are  annoying 
or  "bothering"  him. 


280  FOLLOW-UP  LETTERS 

In  writing  a  Follow-Up  series  in  which  the  separate  letters  call  for 
answers,  observe  the  following  two  rules: 

Do  not  adopt  a  grieved,  injured  tone  when  the  prospect  fails  to 
answer  your  letters.  Remember  that  he  is  under  no  obligation 
to  you. 

Do  not  become  discouraged  because  previous  letters  have  gone 
unanswered.  Maintain,  throughout  the  Follow-Up  series,  the 
same  attitude  of  confidence  in  your  product,  and  of  assurance 
that  the  prospect  will  benefit  from  its  purchase. 

Here  are  two  letters  in  a  Continuous  Follow-Up  Series  which  enables 
the  wholesaler  to  keep  in  touch  with  the  dealer : 

Dear  Sir : 

The  dependability  of  the  stock  you  buy  is  just  as  important 

as  the  dependability  of  the  firm  from  which  you  buy  it. 

p  .     .  ,  Have  you  ever  handled  Red   Cedar  boards?     Do   you 

know  you  can  get  Red  Cedar  boards  just  as  well  as  Fir, 

Hemlock,  or  Pine  ? 

If  red  cedar  has  stood  the  test  of  being  put  into  the  ground 

and  put  on  a  roof — the  two  hardest  tests  it  could  be  put  to 
Application  .  . 

— and  is  in  constant  demand,  do  you  not  think  it  would 

stand  the  rot  test  any  place  it  was  put? 

I  can  supply  you  red  cedar  in  straight  or  mixed  cars  with 
shingles  and  fir.  I  shall  be  very  glad  to  quote  you  prices  upon 
application.  The  stock  is  air  dried.  Try  some  of  it  in  a  mixed 
car. 

SAY!  How  do  YOU  feel  about  YOUR  LOSS  of  money  and 
prestige,  caused  by  delays  on  "prompt"  shipments? 

Almost  any  old  mill  can  handle  easy  orders  that  you  are  n  't 
in  much  of  a  hurry  for;  it  takes  the  best  of  efficiency  and 
organization  to  meet  emergencies.  If  you  will  send  me 
your  HARD  orders,  the  ones  you  are  in  a  hurry  for,  I  can 
prove  to  you  the  reliability  of  the  mills  I  represent  much  more 
quickly,  for  you  will  be  watching  for  results,  and  performance  will 
count  with  you  where  pretty  sales  talk  would  only  be  an  aggrava- 
tion. 

Send  your  hard  ones  in  to  me;  but  put  on  your  order  all  you 


UNDERLYING  PRINCIPLES  281 

want  in  the  car.     Do  not  expect  to  get  any  additions  in — unless 
you  wire  them. 

When  you  send  in  your  orders  be  sure  to  tell  me  if  you  must 

have   immediate   delivery,    for  your   need   always   brings 
Clincher  . 

special  service.     1  can  smooth  out  the  wrinkles  caused  by 

worry  over  delayed  shipments,  and  bring  a  smile  of  contentment 
to  your  face. 

Dear  Sir : 

The  Gray 's  Harbor  Lumber  Company  of  Hoquiam,  Washington, 
have  wired  me  that  they  want  to  sell  several  cars  of  2  x  4's 
No.  1  Common  S1S1E,  assorted  as  follow  and  at  prices 
shown : 


100  2x4  8'  No 

1  Common  S1S1E 

40c 
$14  00 

45c 

$15  25 

200     "       10' 

?  * 

20  50 

2175 

400     "       12' 

J  5 

18  50 

1975 

300     '  '       14' 

J  J 

1850 

1975 

500     '  '       16' 

>  ) 

19.50 

20.75 

400     '  '       18' 

)  J 

20  50 

2175 

200     "       20' 

>  » 

.   20.50 

21.75 

This  is  the  only  assortment  I  can  give  you  at  the  prices  noted, 
which  show  a  discount  of  $5.50  off  on  10'  and  longer  and  $10 
off  on  8'  lengths.  This  is  first  class  stock.  I  can  recommend  it 
to  you  highly. 

Wire  or  telephone  your  order  at  my  expense  for  a  nice  assorted 
car  of  2  x  4's  like  the  above.  I  am  only  authorized  to  sell  a  limited 
number  of  cars  at  this  price,  as  their  regular  discount  is  $5 
off  on  any  other  assortment  of  dimension.  Do  not  wait — send 
your  order  in  at  once.  If  I  have  not  shown  delivered  price  on 
your  rate  of  freight,  your  price  will  be  on  the  basis  of  discount 
noted  above  for  this  assortment. 

Note  the  various  selling  points  developed  one  at  a  time  in  the  follow- 
ing series.  The  spirit  of  institution  back  of  the  product  is  given  special 
emphasis : 


282  FOLLOW-UP  LETTERS 

I 

Dear  Mr.  Smith : 

At  dinner  last  evening  a  prominent  business  man  happened  to 
mention  that  his  final  selection  in  buying  a  car  was  made 

only  after  thorough  consideration  of  his  business,  social. 
Principle 

and  domestic  needs. 

It  is  a  source  of  gratification  to  the  Citizens  Motor  Car  Com- 
pany to  find  men  buying  Passenger  Transportation  upon  such  a 
basis. 

It  allows  us  to  study  individually  our  prospective  customers' 

needs,  giving  them  an  unbiased  and  sincere  statement  con- 
Application  .  . 

cerning  the  most  economical  car  for  their  use. 

II 

Dear  Mr.  Smith: 

Surely  you  would  n't  buy  a  thing  simply  because  it  was  cheap. 

There  is  just  one  sensible,  straightforward  thing  to  do 

— and  that  is — buy  your  automobile  from  people  who  have 

presige        }}een  jn  the  business  more  than  a  short  time,  who  have 

achieved    something    of    international    importance,    whose 

name  stands  for  all  you  would  have  your  own  stand  for. 

There  are  some  automobile  makers  who  justify  every  confi- 
dence— Packard  is  one  of  them. 
Clincher 

III 

Dear  Mr.  Smith: 

If  you  have  to  throw  away  good  Cord  tires  after  six,  seven,  or 

eight  thousand  miles — you  can  hardly  charge  that  to  the 
Predicament 

tire  manufacture. 

It  is  usually  engine  vibration  that  cuts  down  tire  mileage. 
Almost  any  Packard  owner  will  tell  you  that  he  is  getting  from 
„       _  ten  to  sixteen  thousand  miles  on  good  Cord  tires.     The  rea- 

son for  this  exceedingly  high  mileage  is  the  simple  fact 
that  a  twelve  C37linder  "V"  type  motor  has  less  vibration  than 
any  other  engine  known — measured  at  any  speed. 

IV 

Dear  Mr.  Smith: 

I  feel  that  an  enclosed  body  should  be  a  thing  of  beauty — 


UNDERLYING  PRINCIPLES  283 

something  enduring.     And   I   think  you  will   agree  with 
en    a  me  that  it  would  be  a  waste  of  time  in  the  long  run  to  put 

a  beautiful  body  on  a  medium  grade  chassis.     Of  course 
some  people  will  do  it — there  will  always  be  people  who  will  com- 
promise with  themselves  on  matters  of  quality. 
We  extend  to  you  the  services  of  our  Custom  Body  Depart- 
ment. 
Application  . 

V 

Dear  Mr.  Smith: 

J.  W.  Packard,  when  first  building  cars  on  a  commercial  basis, 
Proof:  stated 

prestige 

of  firm  "We  will  build  only  the  best — in  quality  and  workman- 
ship— sacrificing  nothing  to  produce  a  car  with  a  low  mainte- 
nance cost." 

This  was  twenty  years  ago. 
Packard  policy  has  never  changed. 

Twin-Six  maintenance  figures,  even  after  100,000  miles  opera- 
tion, are  unusually  low. 

VI 

Dear  Mr.  Smith: 

Will  you  kindly  check  the  records  of  your  car  against  the  fol- 
lowing testimonial  of  a  Packard  Twin-Six  owner: 
Proof 

"Since  July,  my  Twin  has  travelled  63,000  miles  and  is 
still  sweet.  It  has  surprised  me  to  find  that  I  can  get  from 
10  to  13  miles  on  a  gallon  and  12  to  16  miles  on  Cord  tires. 
Some  day  I  may  want  a  new  car,  but  not  yet  by  a  long  shot. ' ' 

As  we  see  it,  the  only  reason  a  Twin-Six  can  give  you  maximum 
comfort,  safety,  appearance,  and  yet  give  you  a  record  like 

escnp  wn      ^e  above,  is  because  we  put  enough  sound  engineering  and 
by  make-up  .      .         .     .       ,      „  . 

good  material  into  it  in  the  first  place. 

It  would  please  us  to  give  you  a  demonstration  and  show  you 
specific  records  of  many  Twin-Six  owners. 


284  FOLLOW-UP  LETTERS 

VII 

Dear  Mr.  Smith : 

With  the  exceptional  shortage  of  cars  which  we  are  experi- 
encing, an  early  selection  is  advisable. 
Inducement  _r  & 

May   we   have    the   opportunity   of   talking   over   your 

transportation  requirements  for  the  coming  season? 
A  'phone  call  will  bring  a  Twin-Six  to  your  door. 

The  distinguishing  merit  of  the  Hudson  automobile — "a  patented 
motor  which  increases  motor  power  72  per  cent"  and  thus  makes  for 
endurance — is  given  emphasis  in  each  letter  of  the  Follow-Up  series  be- 
low. Note,  throughout  the  series,  the  constant  employment  of  proof  of 
one  kind  and  another : 

I 

Dear  Sir: 

Out  of  the  more  than  9,000  Hudson  Super-Sixes  built  and  sold 
.  this  year,  over  6,000  have  been  purchased  by  owners  of 

earlier  Hudson  models. 

What  greater  tribute  than  this  could  be  paid  to  that  uniform 
and  continuous  satisfaction  Hudson  cars  have  given  their  owners 
for  the  past  ten  years  ? 

You  will  see  more  Hudsons  on  any  city  boulevards  or  stretch 
of  country  road  than  any  other  high  grade  automobile.  It  is  the 
choice  of  the  business-man,  the  farmer,  the  rancher  and  the  tour- 
ist. 

The  reason  for  this  universal  popularity  could  only  be  the  in- 
trinsic merit  of  the  car  itself,  its  superior  performance,  beauty, 
comfort,  reliability  and  durability — the  result  of  the  patented 
motor  to  be  obtained  only  in  the  Hudson. 

By  the  use  of  this  exclusive  principle  of  design  Hudson  en- 
gineers increased  the  power  of  the  motor  72  per  cent,  with- 
Desdnption  .  .  .   ,  .  .~          «     .       ,.  ., 

,  out  any  increase  in  weight  or  the  sacrifice  of  simplicity. 

This   is    accomplished   by   the   minimizing    of    destructive 
vibration. 

The  results  of  the  great  endurance  gained  may  be  seen  in  the 
fact  that  the  Hudson  Super-Six  has  won  more  worth-while 

records  than  any  other  stock  car. 
Clincher  * 


UNDERLYING  PRINCIPLES  285 

II 

Dear  Sir: 

The  supreme  endurance  and  reliability  which  have  helped  to 
make  the  Hudson  Super-Six  the  largest  selling  fine  car  on 
the  world,  are  the  result  of  its  patented  motor. 

The  Super-Six  motor  can  be  obtained  in  no  other  car 
than  a  Hudson.  The  exclusive  principle  upon  which  it  is  built 
minimizes  destructive  vibration  and  increases  the  power  of  the 
motor  72  per  cent,  without  any  increase  in  weight  or  the  sacrifice 
of  simplicity. 

The  many  records  held  by  the  Super-Six,  more  than  were  ever 

before  held  by  any  stock  car,  were  made  possible  only  because  of 

the   exclusive   design   of   its   motor.     You   will    remember 

how  a  Super-Six  stock  car  made  the  round  trip  from  San 

Francisco  to  New  York  in  10  days,  21  hours,  an  achievement  that 

has  never  been  equaled  although  many  others  have  tried. 

But  that  was  only  one  of  the  many  achievements  which  were  un- 
dertaken, not  to  show  brute  speed,  but  to  prove  the  reliability  and 
dependability  of  the  car  itself.  Since  then  more  than  60,000 
Super-Sixes  have  amply  demonstrated  this  same  quality  in  the 
hands  of  their  owners. 

There  have  never  been  enough  Super-Sixes  built  to  supply  all 

who  wished  them  and  this  year  the  demand  is  greater  than 
Inducement 

ever  before.     So  if  you  wish  a  car  even  for  use  next  spring, 

the  only  way  to  assure  delivery  is  to  order  now. 

Ill 

Dear  Sir: 

"The  man  who  does  not  consider  the  re-sale  value  of  his  car 

when  he  buys  it  is  overlooking  one  of  the  most  important 
Principle  .  , , 

points  of  his  purchase. 

This  was  the  remark  of  a  Super-Six  owner  who  has  driven  three 
Hudsons  during  the  past  ten  years.  "Nothing  shows  the  quality 
of  a  car  better  than  the  price  it  will  bring  after  several  years  of 
service,"  he  added. 

Therefore  it  is  notable  that  Hudson  cars  have  a  higher  re-sale 

value  than  any  other  fine  automobile  on  the  market.     To 
Application 

prove  this,  look  in  the  want  ad  columns  of  your  newspaper 


286  FOLLOW-UP  LETTERS 

today.     Notice  how  few,  if  any,  Hudsons  are  offered  for  sale  and 
then  notice  the  prices  that  are  obtained  for  used  Super-Sixes. 
The  reason  is  the  superior  endurance  of  the  car  itself.     The 

patented  motor  which  can  be  obtained  only  in  a  Super-Six 
Description  ,  .  .  _0  . 

not  only  increases  the  power  72  per  cent  without  any  in- 
by  wiQ,K6~up  .  .  •«'"•• 

crease   in   weight   or   the   sacrifice   of   simplicity,    but    it 

minimizes  destructive  vibration  and  thus  lengthens  the  life  of 
the  car  beyond  anything  previously  known. 

Greater  power  means  more  wonderful  performance  while  the 
fact  that  it  is  obtained  without  any  increase  in  weight  means  the 
greatest  possible  economy  of  gasoline  and  tires.  Simplicity  means 
greater  reliability.  All  together  these  things  spell  the  satisfaction 
that  more  than  70,000  owners  have  found  in  their  Super-Sixes. 

In  the  face  of  the  greatly  increased  demand,  the  only  way  to 

avoid  disappointment  in  the  deliverv  of  your  car  is  to 
Inducement 

order  now  as  our  allotment  is  strictly  limited   and  the 

present  shortage  is  bound  to  continue  well  into  next  year. 

IV 
Dear  Sir  : 

One  of  the  most  important  factors  to  consider  in  buying  an 
Principle          automobile  is  the  factory  behind  the  car. 

The  plant  of  the  Hudson  Motor  Car  Company  at  Detroit  is  the 

largest   factory  in  the  world  devoted  exclusively  to  the 

manufacture   of  fine   automobiles.     It    covers   more   than 

twenty-six  acres  of  ground  and  includes  more  than   1,000,000 

square  feet  of  manufacturing  space. 

Within  its  walls  there  are  carried  on  more  than  10,000  different 
operations  necessary  in  building  Hudson  cars,  the  perfec- 
,np  i          ^n  ^  .^  equipment  assuring  the  high  quality  of  its  output. 


Material  is  purchased  in  the  immense  quantities  necessary 
to  make  possible  the  turning  out  of  a  car  of  the  highest  quality  at 
the  lowest  possible  price. 

These  facilities  make  possible  the  manufacturing  efficiency,  the 
result  of  which  is  the  delivery  of  such  extraordinary  value  that 
the  Hudson  Super-Six  has  become  the  most  popular  and  largest 
selling  fine  car  in  the  world. 

In  addition  the  Super-Six  has  a  patented  motor  obtainable  in 


UNDERLYING  PRINCIPLES  287 

no  other  car.  By  the  use  of  an  exclusive  principle  the  power 
is  increased  72  per  cent  without  any  increase  in  weight  or  the 
sacrifice  of  simplicity. 

To  obtain  a  Hudson,  even  for  delivery  next  year,  it  is  necessary 

to  act  now  as  the  demand  has  always  been  greater  than  the 
Inducement 

supply  and  our  allotment  is  strictly  limited. 

Two  of  the  Follow-Up  letters  given  below  are  devoted  to  explaining 
the  distinguishing  feature  in  the  construction  of  Kelly-Springfield  tires, 
and  its  effectiveness  in  making  for  endurance.  The  third  letter  is  given 
over  to  a  summary  of  selling  points : 

I 

Gentlemen : 
When  Nature  got  around  to  designing  the  elephant,  she  realized 

-  that  she  would  have  to  provide  something  unusual  in  the 

Comparison 

way  of  feet.     Ordinary  stock  equipment  would  not  do. 

The  elephant  was  sent  out  for  a  trial  spin.     So  satisfactorily 
did  his  pedal  equipment  meet  all  demands  that  so  far  as  we  know 
there  has  never  been  a  change  in  the  design  from  that  day  to  this. 
The  next  chance  you  get,  watch  the  elephant's  foot  in  action. 
It  spreads  out,  gripping  the  ground  and  giving  a  traction  that 
would  be  impossible  if  the  foot  were  hard  like  a  horse's  hoof. 
Its  flexibility  enables  it  to  accommodate  itself  to  the  ground  over 
which  it  is  passing.     The  elephant's  surefootedness  is  proverbial. 
The  likeness  of  the  Kelly-Springfield  Caterpillar  truck  tire  to 
an  elephant's  foot  was  noticed  when  the  first  Caterpillar 
e^C1  was  put  in  commission.     The  way  in  which   its  massive 

segments  came  down  on  the  ground,  gripped  the  road  and 
yet  released  it  without  holding  back  the  truck,  immediately  sug- 
gested the  elephant's  power,  surefootedness  and  ability  to  walk 
away  under  a  load,  with  this  difference,  that  whereas  the  elephant 
moves  slowly,  the  Caterpillar  moves  fast. 

The  superiority  which  the  Caterpillar's  patent-protected  side 

vent  construction  gives  it  over  any  other  type  of  heavy 

duty  truck  has  been  amply  demonstrated  on  the  trucks  of 

some  of  the  biggest  fleet   owners  of  America.     Its  remarkable 

traction  qualities  and  the  almost  incredible  mileage  it  is  giving 


288  FOLLOW-UP  LETTERS 

have  won  instant  recognition  from  men  whose  business  it  is  to 
know  tires. 

Caterpillars  are  made  in  sizes  suitable  for  trucks  of  all  types 
and  weights. 

II 

Gentlemen : 

Put  your  four  finger-tips  together  on  the  top  of  your  desk, 

press  down  and  push  hard.     Your  fingers  slip  along  the 
Comparison      * 

desk. 

Spread  your  fingers  apart  and  try  the  same  experiment. 

Your  hand  doesn't  slip  when  your  fingers  are  spread.  The 
force  of  the  push  is  split  out  in  four  different  directions. 

The  experiment  illustrates  in  a  crude  way  the  advantage 
which  the  Kelly-Springfield  Caterpillar  tire  has  over  other  types 
of  truck  tires. 

Its  side  vents  (an  exclusive,  patent-protected  Kelly  feature) 
form  a  number  of  massive  segments,  each  of  which 
e^  spreads  when  it  touches  the  ground,  distributing  the  weight 

put  upon  it,  preventing  skidding  and  slipping  and  conserv- 
ing the  power  of  the  engine. 

One  of  the  big  features  of  the  Kelly  Carterpillar,  aside  from  its 
remarkable  traction,  is  the  fact  that  the  so-called  "traction  wave/' 
so  destructive  to  the  ordinary  type  of  truck  tire,  is  eliminated. 
The  side  vents  permit  each  segment  to  expand  under  load  com- 
pression. Instead  of  the  rubber  wave's  traveling  around  the 
circumference  of  the  moving  wheel  several  thousand  times  a  day, 
it  is  broken  every  few  inches  and  so  has  no  opportunity  to  do  any 
damage. 

The  Kelly  Caterpillar  is  unique  among  truck  tires.     That  its 

superiority  over  the  regular  endless  type  is  actual,   not 

merely  theoretical,  is  the  testimony  of  hundreds  of  truck 

owners,  among  them  the  operators  of  some  of  the  biggest  fleets 

in  America. 

Caterpillars  are  made  in  sizes  suitable  for  trucks  of  all  types 
and  weights. 


UNDERLYING  PRINCIPLES  289 

III 

Gentlemen : 

What  do  you  know  about  Caterpillars? 

Not  the  wooly  kind  that  drops  down  your  neck  when  you  are 
picnicking. 

We  mean  Kelly-Springfield  Caterpillar  truck  tires. 
The  Kelly  Caterpillar  is  unique.  There  is  no  tire  like  it,  nor 
can  there  be.  The  system  of  side  vents  which  distinguishes  it 
from  other  truck  tires  is  an  exclusive,  patent-protected  Kelly  fea- 
ture. Briefly,  the  advantages  which  the  side  vent  construction 
possesses  are  these : 

— gives  a  leech-like  grip ; 

—breaks  up  the  tire-wrecking  traction  wave; 
— enables  the  resilient  rubber  segments  to  expand  quickly 
under  load  compression,  thus  saving  the  engine  and  chassis 
and  cutting  down  repair  bills  by  absorbing  road  shocks  at  the 
point  of  contact ; 

—makes  possible  consistently  remarkable  mileage  because  of 
the  practical  elimination  of  the  traction  wave ; 

— saves  power,  oil  and  gasoline  because  of  the  extraordinary 
traction  qualities  which  it  gives  the  tire. 

Claims?     We  're  prepared  to  substantiate  them  by  the  testi- 
mony  of  some  of  the  biggest  corporations  in  the  United 
States — concerns  whose  tire  costs  are  figured  to  the  fraction 
of  a  cent. 

Caterpillars  are  made  in  sizes  for  trucks  of  all  sizes  and  weights. 

If  you  have  n  't  had  a  chance  to  become  acquainted  with 
Clincher 

them  we  d  like  to  introduce  you. 

The  correspondent 's  aim  in  the  following  series  is : 

(1)  Consistently  to  bring  to  the  prospect's  attention  proof  that 
this  machine  has  made  good  when  put  to  the  test  of  performance 
in  the  hands  of  the  users. 

(2)  Persistently  to  impress  upon  him  the  actual  value  to  him 
of  the  service  such  a  calculating  machine  renders. 


290  FOLLOW-UP  LETTERS 

I 

Gentlemen : 

If  you  have  a  pencil  and  pad  handy — and  the  time — please 

work  out  this  calculation  by  hand: 
Striking 

Example 

Divide  432,242,690  by  89572597 

and  carry  the  answer  to  ten  decimal  places. 

Not  that  you  have  occasion  to  use  such  a  problem  but  simply 
to  illustrate  a  point  that  may  prove  of  value  to  you. 

It  takes  you  about  nine  minutes  (unless  you  're  a  figure  wizard) 
and  then  you  are  not  absolutely  sure  that  your  solution  is  cor- 
rect, without  rechecking. 
Now  consider  this : 

If  you  could  have  near  you  an  assistant  that  would  enable  you 

to  figure  such  a  problem  in  30  seconds  and  afford  you  a 

'riP  l          Positive  Proof  of  Accuracy  in  the  bargain — yes,  do  all  your 

f)')i     7/Q£ 

figure-work   with    proportionate    speed    and    accuracy,    it 
would  be  worth  investigating,  would  n  't  it  ? 

That  's  just  our  reason  in  asking  you  to  figure  it  out — to  give 
you  a  little  idea  of  what  the  Monroe  Calculating  Machine  offers 
you  in  comparison.  So  simple  your  office  boy  can  operate  it- 
Adding,  Subtracting,  Multiplying,  Dividing — all  with  equal  fa- 
cility. 

A  try-out  of  a  day  or  two  on  your  own  figures  is  the  fairest 
test  and  since  there  is  no  obligation  involved  may  we  not 
r °°'  expect  the  simple  return  of  the  card  noting  your  wishes  ? 

II 

Gentlemen : 

You  are  busy  and  so  we  are  only  going  to  ask  a  minute  or  two 
for  our  story ;  a  short  story  but  honestly  worth  your  while. 

If  you  could  have  near  you,  at  a  cost  of  16V2C  a  day,  an  as- 

.     .          sistant  that  would  enable  you  to  extend  and  check  your 

invoices,  figure  payrolls,  find  costs,  foot  ledgers,  compute 

interest,  prove  freight  bills  and  allowances,  convert  foreign 

currency,  make  estimates,  solve  engineering  formulae  involving 


UNDERLYING  PRINCIPLES  291 

square  and  cube  root — in  fact,  do  any  and  all  figure-work  that 
you  may  have,  simply  and  directly  and  in  a  fraction  of  the  time 
now  expended,  you  would  be  interested,  wouldn't  you? 

Just  now  our  Mr.  G.  K.  Kendall  has  a  very  good  opportunity 

f  to  show  you  the  MONROE  Calculating  Machine,  let  you 

try  it  out  on  your  own  figure-work  and  you  can  judge  for 

yourself  whether  it  is  suited  to  your  figure-needs  and  will  effect 

worth-while  economies  in  your  business. 

No  cost  or  obligation  involved.     Simply  check  your  wishes  on 

the  card  enclosed  and  please  mail  so  that  we  will  get  it  in 
Clincher  .      , 

the  morning  s  delivery. 

Ill 

Gentlemen : 

When  you  went  to  school  and  the  problem  was  to  find  the  dif- 
ference between  8  and  3,  were  you  taught  to  subtract  3, 

or  did  your  teacher  tell  you  to  use  some  roundabout  method, 
Example 

such  as  adding  the  complement  to  secure  the  proper  an- 
swer of  5? 

Naturally  you  were  taught  the  direct  method,  the  Straight 
Line  from  Problem  to  Result.  Because  this  principle  has  been 
followed  in  the  construction  of  the  MONROE  Calculating  Ma- 
chine, it  can  be  used  efficiently  by  unskilled  help  in  handling  all 
figure-work,  from  the  simplest  to  the  most  exacting.  It  is  90% 
machine  and  10%  operator. 

The  MONROE  Multiplies,  Divides  and  Subtracts  with  the 
same  simplicity  that  it  Adds,  and  it  is  one  of  the  most  efficient 
adding  machines  ever  offered. 

The  MONROE  has  a  two-way  mechanism.     The  forward  ac- 
tion adds  and  multiples.     The  reverse  action  subtracts  and 
e!*C1  divides.     In   Multiplication  you  have   before   you   in  the 

machine  the  Multiplicand,  and  Multiplier  and  Product. 
In  division,  the  Dividend,  Divisor  and  Quotient  are  shown.  No 
machine  is  properly  a  calculating  machine  without  these  features. 
Just  now  we  have  a  very  good  opportunity  to  show  you  the 
MONROE  and  let  you  try  it  out  on  your  own  figures  and  let  you 
be  the  judge  whether  the  MONROE  can  save  you  time,  money  and 
costly  errors. 


292  FOLLOW-UP  LETTERS 

Simply  use  the  back  of  this   letter  for  your   reply.     Pen   or 
pencil  will  do.     We  are  not  fussy.     And  the  return  en- 
velope will  help  you.  Return  your  reply  to  us  without  de- 
lay. 

IV 

Gentlemen  : 

And  here  's  something  else, — 

To  help  you  get  an  accurate  estimate  of  the  value  of  the  MON- 
ROE Calculating  Machine  to  your  business. 

We  are  willing  to  deliver  a  Monroe  to  your  offices  on  TEN 
DAYS  APPROVAL  and  let  you  thoroughly  apply  it  to 
your  figure-work. 

That  is  the  best  way  for  you  to  judge  and  you  can  then  satisfy 
yourselves  whether  the  Monroe  will  not  only  do  your  adding 
but  your  multiplications,  divisions,  subtractions  as  easily  and 
directly  as  your  adding  machine  adds. 

Simply  check  your  wishes  in  the  lower  left  hand  corner  of  this 
letterhead  and  return  in  the  envelope  enclosed  for  your  con- 
venience. 

Yes:     Without  cost  or  obligation,  we 
are  willing  to  try  out  the  Mon- 
roe on  Ten  Days  Approval. 
Check  here 

V 

Gentlemen : 

If  the  writer  came  to  your  office  and  offered  to  work  for  you 
and  proved  that  he  could  do  twice  the  amount  of  work  that 

any  of  your  clerks  is  now  doing,  and  would  agree  to  work 
Example  ....  A,        , 

for  the  same  salary  or  less,  you  would  jump  at  the  chance 

to  place  me  in  your  service,  would  n  't  you  ? 

That  is  in  effect  what  we  propose  to  do  when  we  seek  your  con- 
sent to  the  little  time  needed  to  point  out  the  economies  and  serv- 
ice others  are  daily  noting  in  the  use  of  the  MONROE. 

For  example,  just  take  the  experience  of  the  STATE  TAX 

COMMISSIONER  of  Albany,  New  York,  from  whose  state- 
Proof 

ment  we  quote  in  part : 


UNDERLYING  PRINCIPLES  293 

"One  man  with  a  Monroe  Calculating  Machine  can  do  as 
much  work  as  seven  men  can  without  a  machine.  The  in- 
vestment in  Monroe  machines  made  a  net  saving  in  this  de- 
partment in  one  year  of  $85,000." 

Since  about  five  minutes  is  all  that  is  asked  to  point  out  the 
MONROE  differences  that  have  interested  others,  why  not  CON- 
VINCE YOURSELVES  that  the  MONROE  will  do  just  what  we 
claim  for  it. 

YOU  RISK  NOTHING,  so  simply  send  along  the  postcard. 

VI 

Gentlemen : 

The  business  judgment  of  over  300  of  the  representative  firms 
of  Atlanta  and  immediate  vicinity  recommends  the  MON- 
ROE Calculating  Machine.     And  each  one  of  these  firms 
has  backed  that  judgment  by  the  installation  of  from  one  to  10 
machines. 

What  advantages  has  the  MONROE? 

1.  Perfect  adaptibility  for  handling  anything  you  may  have  in 
figures. 

2'  Self-checkinS  and  Perfect   ACCURACY. 
3.  Greater  speed  and,  therefore,  time-saving. 
4.  No  long  training  in  operation  required — both  Speed  and  Ac- 
curacy dependent  upon  the  machine  and  not  upon  the  skill  of  the 
operator. 

Sounds  like  a  " large  order,"  yet  all  that  is  asked  is  a  few 
minutes'  demonstration  on  your  actual  figures. 

The  writer  is  the  representative  for  the  territory  in 
which  your  offices  are  located.  Will  you  grant  him  the  little  time 
needed  to  at  least  acquaint  you  with  the  Monroe  and  with  what 

it  can  do  for  you  ?     Simply  note  below  a  day  and  hour  most 
Clincher  .    ,         ,.  .    ,  1  ,,  ., 

convenient  for  you  and  drop  this  letter  in  the  mail. 

Mon.             Tues.             Wed.             Thurs.             Fri.  Sat. 

Hour A.  M P.  M. 

(II).  Sources  for  compiling  the  Mailing  List. 

Buy  an  automobile,  pay  for  your  license  tag,  and  start  out  to  enjoy 


294  FOLLOW-UP  LETTERS 

your  first  week-end.  When  you  get  back  home,  likely  you  will  find  await- 
ing you  a  letter  from  a  garage  owner  who  carries  a  full  line  of  automo- 
bile accessories.  The  letter  assures  you  of  courteous  service  and  of  rea- 
sonable prices. 

How  did  the  garage  owner  know  that  you  had  recently  bought  an 
automobile?  From  the  records  of  the  State  office  where  you  took  out 
your  license,  perhaps.  From  daily  or  weekly  bulletins  published  in  the 
interests  of  the  automobile  trade,  probably.  From  the  man  who  sold  you 
the  car,  possibly.  At  any  rate  your  name  as  the  purchaser  of  an  auto- 
mobile is  on  the  mailing  list  of  the  garage  owner. 

Similarly  as  in  your  purchase  of  an  automobile,  the  man  who  buys  a 
home,  or  who  gets  married,  finds  awaiting  him  a  letter  from  a  house- 
furnishing  concern;  the  family  moving  from  one  apartment  house  to 
another,  a  letter  from  a  firm  selling  rugs ;  the  man  newly  arrived  in  the 
city,  a  letter  from  a  bank  inviting  an  open  account. 

In  each  case  the  name  of  the  recipient  of  the  letter  is  on  the  mailing 
list  of  the  concern  sending  out  the  selling  appeal;  the  name  probably 
taken  from  the  daily  newspaper  record  of  real  estate  sales,  from  the 
county  clerk's  office  record  of  marriage  licenses,  from  the  lists  of  a  mov- 
ing-van or  from  the  penciled  stubs  of  an  expressman 's  wagon. 

The  source  of  the  mailing  list  is  variable.  The  principle  back  of  the 
selection  of  names  and  addresses  is  invariable ;  that  is,  the  names  must 
represent  persons  likely  to  be  interested  in  the  purchase  of  your  product, 
and  the  addresses,  accurate  as  possible. 

Perhaps  the  simplest  way  of  acquiring  a  mailing  list  is  to  make  use* 
of  one  of  a  number  of  special  lists  compiled  by  an  addresssing  concern, 
an  advertising  agency,  or  other  similar  corporation,  who  make  a  business 
of  selling  the  right  to  use  their  lists.  Each  separate  list  represents  a 
different  class  of  prospects.  Many  firms,  however,  prefer  to  compile 
their  own  lists,  on  the  principle  that  these  will  more  clearly  represent 
the  class  of  prospects  they-  have  in  mind  in  planning  their  selling  appeal. 

Ordinarily  a  firm's  mailing  list  will  include  the  names  of  customers 
and  of  prospective  customers,  these  latter  being  those  who  have  made  in- 
quiries. The  credit  accounts'  book  will  furnish  the  names  of  customers 
having  open  accounts.  Slips  from  the  alteration  department,  delivery 
slips,  C.  O.  D.  slips,  etc.,  will  furnish  the  names  of  customers  not  hav- 
ing credit  accounts. 

Salesmen  on  the  road  and  dealers  are  in  a  position  to  furnish  lists 


SOURCES  FOR  COMPILING  MAILING  LISTS  295 

of  "live"  prospects.  School  teachers,  postmasters,  ministers,  bank  em- 
ployees, editors  of  newspapers  in  small  towns,  and  lawyers,  often  are 
willing  to  furnish  names  for  the  mailing  list  for  a  money  remuneration, 
or  in  consideration  of  a  gift  or  trade  favor. 

Not  a  few  firms  make  effective  use  of  the  newspapers  in  compiling  a 
mailing  list,  assembling  the  names  of  bankers,  merchants,  clubmen, 
women  prominent  in  society,  or  other  members  of  a  class  directly  inter- 
ested in  the  product.  Directories  of  various  sorts  are  excellent  sources 
for  the  mailing  list.  These  include  city,  and  telephone  directories,  and 
others  gotten  out  by  civic  organizations,  by  lodges  and  clubs,  by  organ- 
izations of  men  engaged  in  any  given  line  of  business,  and  "Blue  Books" 
containing  the  names  of  persons  of  wealth,  and  other  similar  publications. 
Make  use  only  of  directories  of  recent  date,  to  avoid  too  large  a  per- 
centage of  inaccuracies  in  the  addresses. 

Rating  books  published  by  mercantile  agencies  furnish  information, 
reliable  and  up  to  date,  being  constantly  revised.  The  rating  books, 
however,  do  not  give  street  addresses. 

Manufacturers  get  the  names  of  prospects  for  their  mailing  lists  by 
including  in  advertisements  an  offer  of  free  samples.  Retail  stores  con- 
duct guessing  and  voting  contests,  for  a  like  purpose,  requiring  con- 
testants to  fill  in  names  and  addresses  on  blanks. 

Mailing  lists  should  be  corrected  by  elimination  of  names  on  envelopes 
returned  with  the  postmaster's  mark,  "Unclaimed,"  or  "Not  at  this  ad- 
dress." In  addition  to  this  revision,  names  should  be  checked  each  six 
months  against  the  rating  book  and  against  new  editions  of  directories. 

(III).  Means  of  testing  the  pulling  power  of  the  appeal. 

No  matter  how  carefully  compiled  your  mailing  list,  do  not  send  out 
form  letters  to  every  name  on  it  until  you  have  first  conducted  a  test  of 
the  pulling  power  of  the  letters.  Conduct  this  test  by  selecting  several 
hundred,  or,  if  the  list  is  an  unusually  long  one,  as  many  as  a  thousand 
names  from  the  list,  as  a  trial  expedient.  By  sending  out  letters  pri- 
marily to  this  limited  number,  you  may  determine,  without  large  ex- 
penditure of  money,  what  the  percentage  of  returns  is  likely  to  be. 
Make  certain,  however,  that  conditions  dictating  the  prospect's  purchase 
of  your  product  do  not  change  materially  between  the  times  that  you 
send  out  letters  to  names  on  the  test  list,  and  to  those  on  the  longer  list. 
The  test  letters  might  sell  raincoats  during  a  period  of  rainy  weather, 
or  bathing  suits  during  a  hot  spell,  and  yet  later  letters  fail  because  of 


296  FOLLOW-UP  LETTERS 

the  passing  of  the  rain  or  the  abating  of  the  heat.  The  sales  correspond- 
ent must  closely  observe  business  conditions  in  general,  local  manifesta- 
tions of  prosperity  or  the  reverse,  forecasts  of  the  weather  and  change 
of  seasons,  lest  there  creep  into  his  calculations  a  discrepancy  so  great  as 
to  discount  the  verdict  of  the  test.  Two  or  three  different  form  letters, 
instead  of  one  only,  are  sometimes  sent  out  in  the  names  of  persons  on 
the  test  list,  the  idea  being  to  employ  later  for  the  longer  list  that  letter 
that  shows  the  biggest  percentage  of  returns. 

The  use  of  a  key  makes  it  possible  to  check  up  on  the  returns  from 
a  form  letter,  avoiding  confusion  with  the  returns  from  any  other  let- 
ter you  may  have  sent  out.  The  easiest  way  to  key  a  form  letter  is  to  use 
in  each  series  a  different  style  of  inquiry  blank  or  order  blank,  or  post- 
card, addressed  envelope,  or  other  enclosure.  The  return  of  the  en- 
closure, with  the  customer's  order,  will  readily  serve  to  identify  the 
series  of  letters  which  is  responsible  for  the  business.  The  various  styles 
of  the  enclosure  require  but  little  variation  to  insure  ready  identification. 
It  is  often  the  case  that  the  enclosure  will  bear  a  single  and  inconspicuous 
distinguishing  mark,  such  as  "Dept.  A,"  or  "Room  13,"  or  "P.  0.  Box 
180, "  as  a  part  of  the  address.  It  may  consist  of  an  inconspicuous  mark, 
such  as  ' '  Form  801 "  in  a  corner  of  the  enclosure,  which,  if  noticed  at  all 
by  the  prospect,  will  be  taken  by  him  for  a  printer 's  mark. 


CHAPTER  XXI 

BUSINESS   LETTERS — MISCELLANEOUS 

Types  of  business  letters  that  will  suggest  to  the  correspondent  the  manifold 
possibilities  of  selling  goods  and  of  winning  good^will  by  mail,  are  contained  in 
this  chapter. 


CHAPTER  XXI 

BUSINESS   LETTERS — MISCELLANEOUS 

A  LETTER  to  the  jobber,  acquainting  him,  in  advance,  with  adver- 
tisements that  soon  are  to  appear : 

Gentlemen : 

Here  's  the  next  COUNCIL  MEAT  ad  which  is  to  appear  in  the 
" Saturday  Evening  Post"  of  October  11.  On  the  back  is  the  ad 
for  the  "Ladies  Home  Journal"  appearing  November  1. 

They  make  you  smack  your  lips  (in  anticipation),  don't  they? 
COUNCIL  MEATS  are  as  appetizingly  delicious  as  food  can  be. 

Are  you  prepared  for  the  ever  increasing  consumer  demand 
for  COUNCIL  MEATS? 

Finest  quality  meats,  packed  amidst  surroundings  of  sunshine 
and  pure  air  in  the  wholesome  country,  carrying  a  label  with  an 
incomparable  shelf  value,  priced  right  and  allowing  the  dealer 
his  proper  profit — these  are  the  reasons  WHY  you  should  be 
stocked  up  with  COUNCIL  MEATS.  They  're  economical,  too. 

Think  this  over — they  don't  need  clerks  to  push  them  across — 
they  "pull"  themselves. 

A  letter  to  the  jobber's  salesman  must  enlist  his  cooperation  in  push- 
ing the  sale  of  your  product,  and  at  the  same  time  furnish  him  with  sell- 
ing arguments  he  can  use  in  getting  the  retailer  to  push  the  product : 

Dear  Sir : 

"I  'se  in  town,  Honey." 

"He  who  whispers  down  a  well 
About  the  things  he  has  to  sell 
Will  not  make  the  shining  dollars 
Like  he  who  climbs  a  tree  and  hollers. ' ' 

No  one  need  apologize  for  making  a  noise  about  AUNT  JE- 

299 


300  BUSINESS  LETTERS— MISCELLANEOUS 

MIMA  PANCAKE  AND  BUCKWHEAT  FLOUR.  It  is  an 
article  of  real  merit,  backed  up  by  a  responsible  company  that 
has  been  making  a  specialty  of  Self-Rising  Pancake  and  Buck- 
wheat Flour  for  a  great  many  years.  It  ranks  as  the  leader  of 
them  all. 

Two  great  plants  at  St.  Joseph,  Missouri,  are  running  day  and 
night,  with  a  capacity  of  20  car  loads— 20,000  cases— or  720,000 
red  and  yellow  packages — every  24  hours,  endeavoring  to  supply 
the  demand  that  has  been  created  through  honest  advertising, 
honest  goods,  efficient  sales  work,  with  the  cooperation  you  men 
are  giving  us.  It  might  not  be  out  of  order  to  tell  you  that  AUNT 
JEMIMA  PANCAKE  FLOUR  is  being  shipped  to,  and  sold  in, 
nearly  all  the  civilized  countries  of  the  world,  a  pretty  good  in- 
dication of  its  popularity. 

NOW  is  the  time  to  sell  it !  This  is  the  best  time  of  all  the 
year.  Just  see  that  every  grocer  you  call  on  has  at  least  a  case 
in  stock ;  it  will  sell  itself.  Don 't  forget  this  one  important  point 
during  these  days  of  old  H.  C.  L. :  AUNT  JEMIMA  PANCAKE 
AND  BUCKWHEAT  FLOUR  has  not  advanced  in  price:  it  is 
the  most  economical  food  on  the  market  today.  Your  good  firm 
has  it  in  stock.  Sell  it  and  it  will  stay  sold ! 

We  still  have  a  few  sets  of  those  famous  Aunt  Jemima  Rag 
Dolls  left.  Your  name  and  address  will  bring  you  a  set. 

Thanks  for  taking  the  time  to  read  this  letter. 

The  salesman  will  be  stimulated  to  greater  selling  effort  if  you  ex- 
plain to  him,  in  your  letters,  that  your  product  is  being  sold  readily  by 
other  members  of  your  sales  force : 

Dear  Brown : 

I  talked  last  night  with  a  certain  Canned  Meat  Salesman  who 
heads  the  list  each  month  for  the  greatest  amount  of  individual 
sales  for  his  company. 

The  fellow  had  just  made  13  towns  in  six  weeks. 

Out  of  those  13  towns,  he  had  sold  13  hotels,  every  one  he  had 
stopped  at.  He  also  sold  nine  schools,  such  as  Military  Colleges, 
Universities,  etc.  The  school  orders  varied  in  amounts  from 
$400  to  $1,500. 


ADVICE  TO  SALESMEN  301 

He  had  also  sold  a  large  industrial  plant  that  owned  their 
"employee's  store"  an  order  for  $1,000  worth  of  goods. 

Corned  beef  sixes  and  Sausage  Meat  were  two  of  the  principal 
items. 

There  are  hundreds  of  schools,  institutions,  hotels,  etc.,  that 
should  be  serving  Council  Meats  and  they  will  if  you  make  it  a 
point  to  see  them. 

Sell  them  through  the  Wholesale  Grocer. 

Letters  conveying  sound  selling  advice  may  be  sent  to  the  salesman, 
or  dealer,  at  frequent  intervals : 

Dear  Sir : 

Suppose  you  had  a  personal  letter  of  introduction  to  every 
business  man  in  your  town.  Selling  Shaw-Walker  steel  letter 
files  would  be  easy — wouldn't  it?  You  'd  find  interest  and  re- 
sponsiveness wherever  you  went. 

Well,  Shaw-Walker  advertising  has  supplied  you  with  a  claim 
on  your  customer's  interest  bigger  than  a  personal  letter.  It 
gives  you  one  of  the  greatest  slogans  in  the  history  of  business 
—  'Built  Like  a  Skyscraper." 

Do  you  know  that  this  selling  phrase  has  got  fixed  in  every- 
body  's  mind  ?  That  when  you  mention  it,  your  prospect  is  eager 
to  hear  the  rest  of  the  story? 

Don't  neglect  this  hard-hitting,  money-making  slogan.  Of 
course,  we  want  you  to  talk  about  drawers  that  run  silent,  smooth, 
and  speedy  for  100  years;  about  the  voluntary  slide;  about  the 
big  filing  capacity;  about  good  looks  and  "limousine"  enamel 
finish.  But  make  all  your  selling  talk  center  around  *  *  Built  Like 
a  Skyscraper." 

There  are  lots  of  steel  letter  files  with  a  name,  but  ours  is  the 
only  one  with  a  personality.  Get  that  home  to  your  prospects. 

The  business  letter  is  being  profitably  employed  by  the  savings  de- 
partments of  banks : 

Dear  Sir: 

It  gives  us  pleasure  to  inclose  a  Term  Savings  pass  book  in 
which  is  credited  an  initial  deposit  of  50  cents  in  favor  of  Miss 
Anita  Jane  Loomis. 


302  BUSINESS  LETTERS— MISCELLANEOUS 

We  hope,  of  course,  that  you  will  keep  the  account  alive  and  let 
it  grow  by  adding  small  sums  to  it  regularly. 

Don't  forget  that  even  so  insignificant  an  amount  as  one  dol- 
lar a  week  will  swell  to  a  total  of  $1200  by  the  time  your  daugh- 
ter reaches  her  sixteenth  birthday.  And  this  fund  may  provide 
the  means  for  her  college  education  or  her  vocational  training. 

But  don't  do  all  the  saving  yourself.  Give  her  the  chance  to 
earn  small  sums  and  help  build  up  her  account.  Show  her  what 
she  can  accomplish  with  it  later. 

The  savings  instinct  cannot  be  instilled  in  a  child  at  too  early 
an  age.  For  after  all,  the  habit  of  thrift  is  in  our  day  a  real 
measure  of  financial  success. 

In  connection  with  our  savings  accounts,  we  have  provided  small 
home  banks  which  we  loan  to  our  depositors,  free  of  charge. 
These  banks  have  helped  many  of  our  depositors  to  save  the  nickels 
and  dimes  which  might  have  been  spent  for  things  of  little  or  no 
value. 

Should  you  desire  one  of  these  safes,  ask  your  teller  for  one 
when  you  make  your  next  deposit. 

All  deposits  will  draw  interest  at  the  usual  rate  of  interest  paid 
by  this  bank,  which  is  now  4%  per  annum,  compounded  semi-an- 
nually. 

It  is  often  well  to  remind  the  customer  that  the  company's  interest 
in  his  welfare,  and  their  willingness  to  be  of  service  to  him,  do  not 
terminate  with  his  purchase  of  their  product : 

Dear  Sir: 

It  pleases  us  to  know  that  you  have  become  the  owner  of  a  new 
Cadillac.  We  have  every  confidence  that  your  experience  with 
the  car  will  prove  the  wisdom  of  your  judgment  in  selecting  a 
Cadillac. 

The  enthusiastic  cooperation  we  have  enjoyed  from  Cadillac 
users  has  been  one  of  the  important  factors  instrumental  in  en- 
abling us  to  produce  a  car  that  has  met  with  such  splendid  favor. 

As  an  owner  of  a  Cadillac  we  hope  you  will  let  us  have  any 
suggestion  for  improvement  which  may  occur  to  you. 

We  appreciate  the  business  you  have  favored  us  with  and 
thank  you  for  it. 


DEVELOPING  COOPERATION  303 

An  occasional  letter  is  an  important  factor  in  developing  a  spirit  of 
cooperation  between  this  bank  and  its  customers : 

Dear  Sir: 

In  presenting  you  with  this  copy  of  our  Fiftieth  Anniversary 
Booklet,  we  take  this  occasion  to  thank  you  for  the  support  you 
have  given  this  institution.  It  has  been  a  great  satisfaction  to 
the  Humboldt  Savings  Bank  to  be  able  to  put  at  your  disposal  a 
handsome  banking  home,  complete  banking  facilities,  and  the 
ready  services  of  experienced  officers  and  staff. 

There  is  greater  prosperit3r  in  store  for  all  right  now;  that 
is,  if  we — you,  this  Bank,  San  Francisco,  America — keep  present 
prosperity  fundamentally  sound.  To  do  this  every  one  must 
continue  to  add  to  capital  accumulated  during  the  War,  and  not 
spend  that  capital — Liberty  Bonds,  for  example — for  luxuries. 

Fifty  years  of  progress  and  usefulness  have  been  gratifying. 
This  booklet  reviews  it  briefly.  It  is  our  greatest  purpose  to  make 
the  years  ahead  yet  more  profitable  to  our  many  and  loyal  de- 
positors. 

A  Trust  Department  will  be  added  to  our  facilities  about  the 
beginning  of  the  year.  The  Humboldt  Savings  Bank  will  then 
have  complete  facilities  to  care  for  every  financial  need  of  every 
depositor. 

We  want  to  come  in  closer  contact  with  each  client — it  will  in- 
crease our  ability  to  serve  well.  It  is  upon  such  a  basis  that  we 
invite  your  continued  patronage.  It  is  upon  such  terms  that  we 
ask  you  to  direct  your  friends  to  us. 

Sent  out  at  the  beginning  of  each  year,  a  letter  similar  to  the  follow- 
ing is  an  effective  means  of  building  up,  and  of  keeping,  customer  good- 
will: 

Gentlemen : 

The  Monroe  Calculating  Machine  Company,  in  entering  its  sixth 
year  as  a  service  organization,  extends  to  all  its  users  the  heartiest 
of  good  wishes  for  a  Prosperous  and  Happy  New  Year. 

Just  one  year  ago  we  sent  out  an  announcement  to  all  of  our 
users,  assuring  them  of  our  desire  to  render  them  every  service 
possible  in  connection  with  their  use  of  the  Monroe  Machine,  to 


304  BUSINESS  LETTERS— MISCELLANEOUS 

the  end  that  we  might  continue  to  make  good  our  claim  that  we 
have  no  dissatisfied  customers. 

To  our  older  customers  we  wish  to  repeat  and  emphasize  this 
offer  of  continued  service.  We  wish,  too,  to  extend  it  for  the  first 
time  to  the  thousands  of  new  users  added  during  1918. 

In  each  of  the  62  offices  located  in  the  United  States,  and  in  the 
many  offices  in  foreign  countries,  there  is  a  Monroe  representa- 
tive always  at  hand  who  is  willing  to  wait  upon  you,  without  cost, 
to  see  that  you  receive  maximum  service  from  the  Monroe  Machine 
at  all  times. 

Among  the  thousands  of  users  of  Monroe  Machines,  there  may 
be  some  to  whom,  through  lack  of  knowledge  of  conditions  on  our 
part,  we  have  sometimes  failed  in  rendering  service.  If  there 
are  such  cases,  we  solicit  the  opportunity  of  having  our  repre- 
sentative call  upon  you,  to  the  end  that  you  may  receive  efficient 
service  and  absolute  satisfaction.  We  want  your  Monroe  to  ac- 
complish all  you  expect  it  to  accomplish  and  we  want  your  oper- 
ators to  know  all  there  is  to  know  about  Monroe  application  to 
your  particular  work. 

Let  us  have  your  frank  criticism  now  and  at  all  times. 

We  wish  you  every  success  as  we  enter  into  the  new  era  of 
World  Peace  and  Prosperity  that  means  so  much  to  all  of  us. 

You  may  interest  the  prospect  in  your  product  by  inviting  him  to 
attend  an  exhibition,  or  exhibit,  where  it  is  being  demonstrated : 

Gentlemen : 

The  Annual  Exhibit  of  the  Brooklyn  Engineers'  Club  will  be 
held  at  the  23rd  Regiment  Armory,  Brooklyn,  April  28  to  May 
3,  inclusive. 

The  purpose  of  this  exhibit  is  to  bring  together  under  one  roof, 
the  most  improved  methods  in  labor-saving  machinery,  the  high- 
est standards  reached  by  our  industrial  engineers. 

A  warm  welcome  awaits  you  at  the  Monroe  Booths,  where  you 
can  spend  a  most  profitable  10  or  15  minutes  in  witnessing  a 
demonstration  of  the  Monroe  Calculating  Machine. 

Bring  along  a  sample  of  your  own  engineering  formulae  and 
see  how  easily  the  Monroe  can  reduce  it  to  a  simple  mechanical 
process.  Whether  figuring  beam  stresses,  girder  equations  in- 


ADVANCING  FUTURE  SALES  305 

volving  square  root,  or  the  simpler  computations  such  as  the  mak- 
ing of  payrolls,  figuring  percentages,  billing,  inventories,  etc., 
the  Monroe  is  the  quickest,  surest  route  to  the  desired  result — 
the  Correct  Answer. 

Even  though  you  may  not  be  in  the  market  at  this  time  for 
the  superior  service  the  Monroe  offers,  come  in  and  get  acquainted 
anyway. 

Yours  sincerely, 

P.  S.  We  inclose  with  our  compliments  a  special  invitation 
for  Executive  Night,  the  opening  night  of  the  Exhibit,  April  28. 

Having  sold  the  prospect  wall  paper,  the  correspondent  may  assume 
that  he  is  *  *  in  the  market ' '  for  paints  and  varnishes,  since  these  products, 
too,  are  essential  in  ' '  freshing  up ' '  the  home.  The  following  letter  was 
based  upon  such  an  assumption : 

Dear  Sir : 

It  often  happens  that  new  Wall  Paper  on  the  wall  also  makes 
it  desirable  to  freshen  up  the  woodwork  and  floors  with  a  little 
Paint  or  Varnish.  You  saved  money  by  buying  your  Wall  Paper 
from  us,  and  if  you  intend  doing  any  painting  we  want  to  send 
you  one  of  our  Paint  Books  too. 

You  can  save  money  by  buying  your  Paint  and  Varnish  from  us 
because  we  own  our  own  Paint  Plant  and  sell  direct  from  Factory- 
to-You.  You  get  the  benefit  of  the  saving. 

Manufacturing  our  own  Paints  also  allows  us  to  be  absolutely 
certain  of  the  ingredients  entering  into  their  composition,  mak- 
ing it  possible  for  us  to  guarantee  results. 

A  very  complete  line  of  Paints  and  Varnishes  is  shown  in  this 
catalogue.  It  makes  no  difference  whether  you  intend  painting 
your  house,  barn,  automobile,  or  a  piece  of  furniture,  you  will 
find  in  this  book  an  article  that  is  especially  intended  for  that 
particular  purpose  and  guaranteed  to  satisfy  you  completely. 

The  use  of  good  Paint  or  Varnish  is  economical  because  it  not 
only  beautifies  the  surface,  but  preserves  it  as  well,  making  re- 
painting unnecessary  for  a  long  time.  It  is  false  economy  to  use 
any  but  material  of  the  very  best.  This  is  the  kind  of  paint  we 
sell,  a  fact  that  is  attested  to  by  thousands  and  thousands  of  sat- 
isfied users.  We  want  you  to  see  what  we  have  to  offer. 


BUSINESS  LETTERS— MISCELLANEOUS 

Send  for  a  copy  of  this  catalogue,  compare  the  prices  we  ask  with 
those  you  have  to  pay  locally  or  elsewhere,  and  "Buy  Where 
You  Can  Buy  Best."  This  book  contains  information  that  will 
be  helpful  at  any  time  you  intend  painting  or  varnishing  any- 
thing. The  mere  fact  that  you  send  for  it  does  not  obligate  you 
to  purchase  paint  from  us. 

Mail  the  inclosed  card  today,  before  you  forget  it. 

Paving  the  way  for  the  salesman,  or  agent : 

Gentlemen : 

Our  Mr.  C.  F.  Metzger  has  assumed  charge  of  Monroe  inter- 
ests in  the  section  of  Newark  and  vicinity  where  your  business  is 
located. 

The  choice  of  Mr.  Metzger  for  this  important  position  was 
based  upon  the  thorough  and  business-like  manner  with  which 
he  tackled  his  first  job  with  the  Monroe.  We  feel  certain  that 
the  customer's  needs  will  have  first  consideration  with  Mr.  Metz- 
ger. 

Whether  you  are  using  the  Monroe  at  this  time  or  not  on  your 
figure-work,  we  would  appreciate  having  you  meet  Mr.  Metzger. 
His  business  is  not  simply  to  "make  a  sale"  but  to  look  over 
your  figure-work,  and  offer  such  suggestions  as  you  think  worth 
listening  to.  That  is  the  Monroe  idea  of  SERVICE  to  customers 
or  future  customers. 

For  your  own  satisfaction  will  you  check  below  a  convenient 
day  and  hour  for  a  call  by  Mr.  Metzger  and  return  this  letter  in 
the  enclosed  stamped  envelope? 

Yours  very  truly, 

(signed) 

Local  Manager 

GLL-HD 

Mon.  Tues.  WTed.  Thurs.  Fri.  Sat. 

Hour..  .A.M..  ..P.  Ml 


CHAPTER  XXII 

ADVERTISEMENTS — MISCELLANEOUS 

OUTLINE 

I.  Advertisements  aimed  at  fixing  the  trade  name  permanently  in  the  mind  of 

the  buying  public. 

II.  Advertisements  emphasizing  the  character  and  reputation  of  the  concern  be- 
hind the  product. 

III.  Advertisements  educating  the  public   in  the  customary  uses,   and  in  the 
care,  of  the  product. 

IV.  Advertisements  educating  the  public  in  hitherto  undeveloped  uses  of  the 

product. 
V.  Advertisements  assisting  the  dealer,  or  the  representative. 


CHAPTER  XXII 

ADVERTISEMENTS MISCELLANEOUS 

THE  day  will  perhaps  come  when  you  will  have  covered  each  one  of 
the  six  elements  of  the  selling  appeal  time  and  time  again,  in 
your  written  and  spoken  appeals.  The  prospect  then  will  be  familiar 
with  the  points  of  superiority  concerning  the  construction,  and  con- 
cerning the  uses,  of  your  product ;  the  product  will  be  definitely  identi- 
fied in  his  mind.  Your  selling  effort  then  may  be  directed  along  one  of 
several  lines,  always  remembering  that  you  do  not  entirely  abandon  the 
selling  arguments  which  have  been  instrumental  in  the  success  of  your 
product : 

(1)  You  may  employ  advertisements  aimed  at  firmly  fixing  your 
trade  name  in  the  mind  of  the  buying  public,  and  aimed  at 
keeping  it  fixed  there,  rather  than  aimed  at  telling  in  any 
detail  about  the  merits  of  your  product. 

(2)  You  may  emphasize  in  your  selling  appeal  the  character  and 
reputation  of  the  firm  behind  the  product. 

(3)  You  may  educate  the  public  in  the  customary  uses,  and  in 
the  care,  of  your  product. 

(4)  You  may  educate  the  public  in  hitherto  undeveloped  uses  of 
your  product. 

(5)  You  may  assist  your  dealer,  or  your  representative,  in  dis- 
posing of  the  product. 

(1)  Advertisements  aimed  at  fixing  the  trade  name  permanently  in 
the  mind  of  the  buying  public,  rather  than  at  telling  in  detail  about  the 
merits  of  the  product. 

For  a  number  of  years,  the  Cream  of  Wheat  advertisements  have 
been  of  this  type.  The  colored  chef  is  presented  time  after  time,  as  a 
means  of  keeping  the  trade  name  firmly  fixed  in  the  public  mind;  very 

309 


310  ADVERTISEMENTS— MISCELLANEOUS 

little  is  said  about  the  merits  of  the  product.  A  distinguishing  char- 
acteristic of  advertisements  of  this  type  is  the  magnitude  of  the  catch- 
line  or  of  the  illustration.  Thus  the  Council  Meat  advertisements  show 
a  dozen  or  more  cans  of  Council  Meats  rolling  towards  the  reader  from 
the  country  district  where  the  plant  is  situated,  the  can  nearest  the 
reader  being  at  least  "life  size."  The  effect  of  this  illustration  is  not 
only  to  fix  in  the  reader's  mind  the  trade  name,  "Council  Meats,"  but 
also  to  fix  in  his  mind  the  appearance  of  the  container  in  which  the 
meats  are  sold,  to  the  end  that  the  reader  will  recognize  the  container 
when  he  sees  it  displayed  on  the  grocer's  shelves,  or  in  the  grocer's  win- 
dow. Indeed,  whether  or  not  the  main  effort  in  the  advertisement  is 
to  fix  in  the  reader 's  mind  the  trade  name,  it  is  essential,  when  the  article 
advertised  is  an  article  that  is  sold  over  the  counter  in  the  original  con- 
tainer, that  the  container  be  included  in  the  illustration  in  one  way  or  the 
other,  so  that  the  reader  easily  will  identify  the  container  at  the 
dealer 's. 

Since  very  little  is  said  about  the  product  in  advertisements  aimed  at 
fixing  the  trade  name  in  the  reader's  mind,  advantage  should  be  taken 
of  every  opportunity  to  make  effective  use  of  Suggestion.  The  Dutch 
Cleanser  advertisements  are  worth  studying  in  this  regard;  although 
little  is  said  about  the  merits  of  the  product,  although  effort  is  plainly 
directed  at  fixing  in  our  minds  the  trade  name  of  the  product,  neverthe- 
less the  trim,  determined  figure  of  the  Dutch  Girl  chasing  dirt  suggests 
to  the  reader  very  forcibly  the  cleansing  properties  of  the  product. 

Advertisements  aimed  at  fixing  the  trade  name  in  the  reader's  mind, 
are  not  always  introduced  near  the  end  of  the  advertising  campaign, 
but  sometimes  are  employed  intermittently  in  the  earlier  stages  of  the 
campaign.  This  employment  is  with  a  view  to  identifying  definitely  in 
the  reader's  mind  the  trade  name,  while,  at  the  same  time,  preceding 
and  subsequent  advertisements  are  telling  him  about  the  distinguishing 
merits  of  the  product.  Especially  is  it  essential  that  you  fix  in  the 
reader's  mind  your  trade  name,  when  your  product  is  of  the  nature 
of  a  staple,  like  sugar,  and  canned  meats,  and  breakfast  foods ;  or  when, 
although  not  a  staple,  it  nevertheless  faces  keen  competition  of  other 
products,  like  toilet  water,  and  shaving  soap.  The  reader  of  the  ad- 
vertisement is  buying  such  products  as  these  regularly ,  and,  everything 
else  being  equal,  he  is  pretty  likely  to  buy  a  product  of  a  make  that  is 
most  firmly  fixed  in  his  mind. 


EMPHASIZING  CHARACTER  311 

(2)  Advertisements  emphasizing  the   character   and  reputation   of 
the  concern  behind  the  product. 

Instead  of  relying  upon  the  "tone"  of  the  selling  appeal,  or,  per- 
haps, upon  a  sentence  or  two,  to  set  forth  the  character  of  the  concern 
behind  the  product,  advertisements  of  this  type  limit  themselves  almost 
entirely  to  impressing  upon  the  public  "the  spirit  behind  the  institu- 
tion." The  Cadillac  advertisements,  the  Hyatt  Roller  Bearing  adver- 
tisements, and  the  advertisements  of  the  Billings  &  Spencer  Company 
are  of  this  type. 

The  following  is  an  example  of  this  type : 

It  has  taken  seventeen  years  to  make  the  Cadillac  what  it  is 
today. 

Such  an  achievement  is  not  to  be  attained  in  a  single  year — 
scarcely  in  a  decade. 

No  matter  how  sincere  the  desire,  no  matter  how  complete  the 
manufacturing  equipment,  110  matter  how  capable  the  executive 
minds,  time  is  indispensable. 

It  must  be  a  growth,  an  unfoldment,  nourished  by  the  highest 
ideals. 

It  is  possible  only  with  an  assembly  of  skilled  craftsmen  work- 
ing in  unison,  year  after  year. 

Long  training  in  Cadillac  standards  has  so  imbued  Cadillac 
craftsmen  with  the  Cadillac  spirit,  that  the  unworthy  method  and 
the  inexpert  practice  would  excite  their  contempt. 

Any  organization  may  be  likened  to  a  fine  machine.  It  may 
be  well  designed,  its  parts  may  be  accurately  made  and  carefully 
assembled,  but  its  highest  efficiency  is  reached  only  after  it  has 
been  "run  in"  and  its  components  brought  into  thorough  accord. 

The  "running  in"  process  of  the  machine  may  be  a  matter  of 
days  or  weeks,  but  in  a  huge  organization  it  is  a  matter  of  years. 

The  Cadillac  organization  comprises  thousands  of  high-type  hu- 
man units.  The  most  essential  of  these,  through  years  of  associa- 
tion, have  come  to  co-operate  in  a  harmony  which  parallels  the 
product — the  Cadillac  Car — Standard  of  the  World. 

(3)  Advertisements  educating  the  public  in  the  customary  uses,  and 
in  the  care,  of  the  product. 

Advertisements  of  this  type  sometimes  are  employed  before  the  ad- 


312  ADVERTISEMENTS— MISCELLANEOUS 

vertising  campaign  is  well  under  way.  Thus  a  safety  razor  company 
that  sells  a  razor  stropper  found  that  purchasers  of  the  stropper  were 
dissatisfied  with  the  product  because  they  did  not  understand  its  use; 
because  they  were  trying  to  use  it  on  blades  in  need  of  honing,  rather 
than  using  it,  after  each  shave,  on  blades  that  had  not  reached  an  acute 
stage  of  dullness.  An  educational  campaign,  explaining  the  use  to  which 
the  stropper  is  properly  put,  resulted  in  larger  sales. 

The  Goodyear  Tire  and  Rubber  Company  employ  advertisements 
educating  the  public  in  the  customary  uses,  and  in  the  care,  of  their 
product,  not  because  their  customers  are  dissatisfied,  but  for  the  pur- 
pose of  increasing  customer  satisfaction  by  enabling  customers  to  get 
the  very  maximum  of  possible  service  out  of  the  tires  they  have  pur- 
chased. The  following  is  one  such  advertisement : 

INCREASING  MILEAGE  40%  BY  ADJUSTING 
BRAKES 

F.  Hilgemeier  &  Brother  of  Indianapolis  used  Goodyear 
Tires  on  their  automobiles.  They  didn't  think  that  care- 
ful attention  to  such  things  as  brake  adjustment  could  in- 
crease the  uniformly  satisfactory  mileage  of  Goodyears. 
But  they  finally  agreed  to  let  their  Goodyear  Service  Station, 
the  Meridian  Service  Company,  inspect  their  tires  regularly. 
On  July  29th,  of  this  year,  they  wrote  that  company: 
''Upon  your  advice  we  had  the  brakes  of  our  cars  carefully 
adjusted  and  we  can  say  that  it  has  increased  the  life  of  the 
tires  at  least  forty  per  cent."  Ask  your  Goodyear  Service 
Station,  write  to  Akron,  for  Lesson  6  of  the  Goodyear  Conser- 
vation Course — telling  how  to  increase  tire  mileages  by  guard- 
ing against  damage  from  chains,  car  tracks,  and  brakes. 

Not  even  the  Goodyear  All-Weather  Tread  can  resist  the  wear 
caused  by  unequally  adjusted  brakes. 

If  one  brake-band  grips  more  tightly  than  the  other,  all  the 
work  of  stopping  the  car  falls  on  one  tire. 

The  tread  of  that  tire  is  violently  rasped  and  scraped  by  road 
or  pavement  whenever  the  car  is  stopped. 

This  rasping  and  scraping  tears  down  the  tread  and  shortens 
its  life  by  many  miles. 


EDUCATING  THE  CUSTOMER  313 

Stops  can  be  made  quicker  and  with  greater  safety  if  the 
brakes  are  equally  adjusted;  thus  both  wheels  are  used.  Natu- 
rally there  is  less  wear  and  tear  on  the  tires. 

Sometimes  the  difference  of  adjustment  is  enough  to  lock  one 
wheel  when  the  car  is  going  down  a  steep  grade,  and  the  tread 
may  then  be  rasped  to  the  fabric  by  a  quarter  of  a  mile  of  fast 
going. 

In  such  cases  a  Goodyear  Strap-On  Boot  should  be  applied  im- 
mediately to  protect  the  body  of  the  tire  from  moisture,  grit  and 
further  wear. 

By  thus  protecting  the  tire  until  it  is  permanently  repaired, 
as  much  as  a  thousand  miles,  perhaps  several  thousand,  may  be 
saved. 

Proper  adjustment  of  brakes  is  one  of  a  number  of  little  things 
that  save  big  tire  bills.  Another  is  "truing  up"  of  wheels — de- 
scribed in  Lesson  I  of  the  Goodyear  Conservation  Course. 

Still  others  are  the  proper  care  of  tread  cuts — described  in  Les- 
son 2;  proper  inflation,  described  in  Lesson  3;  the  repair  of  stone 
bruises,  described  in  Lesson  4;  and  the  proper  care  of  tubes, 
described  in  Lesson  5. 

Lesson  6,  in  addition  to  describing  the  injuries  that  result  from 
unequally  adjusted  brakes,  tells  also  about  the  costly  damage 
to  tires  when  they  are  run  in  car  tracks,  and  when  chains  are 
improperly  used. 

Of  course  in  every  case  where  tire  injuries  are  mentioned  in 
these  lessons,  the  cause  is  given,  the  result,  and  then  a  simple 
method  of  prevention  and  cure. 

Ask  your  Goodyear  Service  Station,  or  write  to  Akron  for  the 
six  lessons  of  this  complete  course  on  tire  care. 

GOODYEAR  TIRE  SAVERS 

(4)  Advertisements  educating  the  public  in  hitherto  undeveloped 
uses  of  the  product. 

Of  this  type  are  advertisements  aimed  at  establishing  a  habit  of  buy- 
ing cranberries  every  month  of  the  year,  not  just  during  the  holiday 


314  ADVERTISEMENTS— MISCELLANEOUS 

seasons;  advertisements  aimed  at  establishing  a  habit  of  employing 
canned  milk  in  the  preparation  of  foods  in  which  the  prospect  has  been 
accustomed  to  using  fresh  milk. 

Advertisements  of  this  type  are  most  likely  to  be  effective  when  they 
include  recipes  showing  how  the  advertised  food  may  be  prepared  with 
other  foods  the  housewife  is  accustomed  to  using;  or  recipes  suggesting 
new  and  appetizing  dishes.  The  average  housewife  is  eager  to  ' '  try  out ' ' 
a  new  recipe  and  ordinarily  will  read  with*  interest  an  advertisement  in 
which  such  a  recipe  is  given. 

The  following  advertisement  is  aimed  at  getting  housewives  to  use 
lemon  with  fish : 

FISH  IS  DOUBLY  GOOD 
WITH  LEMON 

Lemon  adds  to  fish  just  what  fish  needs  to  make  it  ideal  food. 

It  lends  a  tang  and  a  delicious  flavor  that  no  chef  would  ever 
let  fish  lack. 

It  provides  healthful  alkaline  salts  that  everyone  should  have 
with  fish  and  meat,  according  to  eminent  dietitians,  to  overcome 
the  excess  acids  in  these  dishes. 

And  it  supplies  a  digestive  aid  that  makes  fish  and  meat  more 
efficient  foods  in  helping  the  body  to  make  use  of  their  full  nutri- 
tion. 

So  it  is  almost  essential  to  serve  lemon  with  fish,  and  it  is 
highly  desirable  with  scores  of  other  foods. 

When  it  comes  to  cooking,  lemons  head  the  modern  dietitian's 
list  in  all  hospitals  and  well  managed  homes. 

If  you  want  attractive  flavors  and  more  healthful  meals  make 
it  a  rule  to  use  the  lemon  freely. 

California 

SUNKIST 

Uniformly  Good  Lemons 

California  Sunkist  Lemons  are  practically  seedless,  juicy,  tart, 
full  flavored. 

They  are  the  best  lemons  available  for  garnishing  because 
they  're  so  juicy  and  the  skins  are  waxy,  clean,  and  bright. 


EDUCATING  HOUSEWIVES  315 

All  first-class  retailers  sell  them.  Buy  a  dozen  today  and  use 
them  in  scores  of  ways. 

The  following  advertisement  is  aimed  at  educating  housewives  in 
using  raisins  in  bread : 

THAT  CHARM  IN  RAISINS 

— It  Creates  an  Irresistible  Attraction 
Try  it  in  this  Cocoa  Cake. 

Make  the  best  plain  cake  that  you  know  how  and  serve  to  your 
family  and  friends.  Then  make  the  same  cake  with  raisins. 

Note  the  added  popularity  that  the  raisins  bring  to  that  same 
cake. 

Try  it  with  bread — serve  plain  bread  and  raisin  bread  side  by 
side.  See  your  folks  choose  the  bread  with  raisins. 

There  's  a  compelling  charm  and  irresistible  appeal  in  the  foods 
that  contain  raisins. 

The  Cocoa  Cake  has  it.  Read  the  recipe.  Try  it  and  see  how 
good  it  is. 

Then  use  raisins  to  make  the  so-called  plain  foods  attain  a  higher 
plane  in  flavor  and  nutrition. 

In  boiled  rice,  bread-puddings,  simple  cakes,  pies,  cookies,  rolls 
and  breads,  one  may  create  "luxury  flavors"  at  plain-food  costs. 
The  family  will  like  these  foods  better  and  you  can  serve  them 
more  frequently. 

Thus  raisins  used  in  various  ways  can  help  you  save  on  bills. 

SUN-MAID  RAISINS 

Always  ask  for  Sun-Maid  Raisins.  They  are  made  from  Cali- 
fornia's finest  grapes — grapes  so  delicate  and  tender  that  you  may 
seldom  taste  them  fresh  because  they  can  not  stand  long  shipment. 

Taste  them  as  raisins — plump,  tender,  thin-skinned  and  meaty— 
and  you  '11  always  get  this  kind. 

Send  for  our  free  book,  "Sun-Maid  Recipes,"  which  contains 
100  excellent  suggestions  for  their  use. 

Three  varieties:  Sun-Maid  Seeded  (seeds  removed)  ;  Sun-Maid 
Seedless  (grown  without  seeds)  ;  Sun-Maid  Clusters  (on  the  stem). 
All  first-class  dealers  sell  them  at  the  price  of  other  kinds. 


316  ADVERTISEMENTS— MISCELLANEOUS 

California  Associated  Raisin  Co. 

Membership  9,000  Growers 

From  California 

Ask  for  Raisin  Candy — Delicious,  Healthful  and  Nutritious. 

(5)   Advertisements  assisting  the  dealer,  or  the  representative. 

Manufacturers  of  yeast  employ  advertisements  encouraging  the  pur- 
chase of  bread,  to  the  end  that  their  business  may  be  increased  through 
the  increase  in  the  baker's  business.  Other  concerns  direct  their  adver- 
tising effort  toward  bringing  more  trade  to  the  dealer's  door,  or  toward 
confirming  public  confidence  in  the  dealer.  For  example: 

UNITED 
STATES 
TIRES 

SALES  & 

SERVICE 

DEPOT 

This  Sign  Is  For 
Your  Protection 

The  outside  of  a  garage  does  n't  indicate  the  kind  of  service  you 
get  within. 

But  the  United  States  Tire  Sales  and  Service  Depot  Sign  does. 

Only  good  dealers  are  permitted  to  display  it.  In  any  of  the 
thousands  of  places  you  find  it — you  can  know  that  it  marks  a 
place  where  you  should  get  good  tires  and  good  tire  service. 

And  good  tire  service  means  not  only  putting  on  tires,  providing 
air,  testing  your  wheels  for  alignments  and  reliable  repair  work 
— but  straightforward,  honest  advice  as  to  the  tires  best  adapted 
to  j^our  own  use. 

United  States  Tire  Sales  and  Service  Depot  Dealers  are  in  the 
enviable  position  of  being  able  to  meet — and  meet  exactly — the 
individual  requirements  of  our  customers. 

For  the  United  States  Tire  line  consists  of  five  separate  types. 
1  'Royal  Cord,"  "Nobby,"  "Chain,"  "Usco,"  and  ''Plain." 


ASSISTING  THE  DEALER  317 

So  the  United  States  Tire  Sales  and  Service  Depot  Dealer  can 
be  absolutely  unbiased  in  the  matter  of  advice. 

Back  of  him  and  back  of  the  tires  he  sells,  is  the  good  faith  of 
the  United  States  Rubber  Company,  the  oldest  and  largest  rubber 
organization  in  the  world. 

Consult  him.  Let  him  help  you.  Look  for  the  United  States 
Tire  Sales  and  Service  Depot  Sign. 

UNITED  STATES  TIRES 
ARE  GOOD  TIRES 


PART  II 
EVERYDAY  LETTERS 

Writing  the  Everyday  Letter 
Letters  of  Personal  Information 
Letters  of  Inquiry 
Order  Letters  Written  by  the  Buyer 
Order  Letters  Written  by  the  Seller 
Adjustment  Letters 
Credit  Letters 
Collection  Letters 


CHAPTER  XXIII 

WRITING   THE   EVERYDAY   LETTERS 
OUTLINE 

I.  Inasmuch  as  Everyday  Letters  are  written,  for  the  most  part,  to  customers 
of  the  firm — to  men  upon  whose  future  orders  the  success  or  failure  of  the 
firm  in  large  measure  depends — they  exert  as  great,  and  sometimes  a  greater, 
influence  upon  the  total  volume  of  sales  as  is  exerted  by  direct  sales  letters 
and  advertisements. 

II.  There  is  no  place,  in  the  Everyday  Letter,  for  any  word,  or  group  of  words, 
which  does  not  assist  in  building  up  good-will,  or  in  closing  the  sale,  either 
by: 

(a)  Expressing  courtesy. 

(b)  Emphasizing  service. 

(c)  Advancing   (either  directly  or  indirectly)   arguments  which  result  in 
sales  or  which  cause  the  prospect  to  accept  your  proposal. 


CHAPTER  XXIII 

WRITING    THE   EVERYDAY   LETTERS 

LETTERS  of  " everyday"  correspondence  are  letters  answering 
inquiries,  letters  collecting  overdue  accounts,  letters  answering 
complaints,  letters  acknowledging  orders,  and  similar  letters.  Although 
these  "everyday"  letters  are  not  ordinarily  written  with  a  view  to 
effecting  an  immediate  sale,  they  exert  as  great,  and  sometimes  a  greater, 
influence  upon  the  total  volume  of  sales  as  is  exerted  by  direct  sales 
letters  and  advertisements.  They  are  written,  for  the  most  part,  to 
customers  of  the  firm;  and  thus  it  is  their  highly  important  purpose 
to  build  up  customer  confidence  in  the  product,  and  in  the  spirit  of 
courtesy,  and  in  the  spirit  of  service,  that  characterize  the  firm  behind 
the  product,  to  the  end  that  the  firm's  customers  will  continue  to  order 
again  and  again. 

In  writing  the  everyday  letter,  it  is  essential  that  you  insure  a  per- 
sonal tone  by  avoiding  all  worn-out,  stilted  expressions  which  hark  back 
to  the  days  when  correspondence  was  chiefly  for  the  purpose  of  record, 
and  letters  were,  therefore,  couched  in  legal  phrases.  There  is  today 
no  excuse  for  employing  such  old  and  antiquated  phrases  as  "Yours  of 
the  10th  inst.  received,  contents  noted,  and  duly  filed";  or  "I  beg  to 
state  that  your  kind  order  will  receive  our  prompt  attention,"  or 
"Thanking  you  for  your  kind  favor,  we  beg  to  remain."  We  do  not 
talk  in  such  a  stilted  fashion ;  there  is  no  reason  why  we  should  write 
that  way.1 

Such  antiquated  phraseology,  besides  being  so  formal  and  common- 
place as  to  do  away  with  whatever  personal  tone  a  letter  might  other- 
wise have,  causes  unnecessary  expense  in  dictation.  B.  F.  Goodrich 
correspondents  saved  their  concern  $22,000  in  one  year  by  leaving  out 
all  formal,  meaningless  words  and  phrases.  Another  concern  made  a 
saving  relatively  as  important  after  it  had  discovered  that  out  of  thirty- 
three  letters  sent  in  one  week  to  the  same  dealer,  a  customer  of  long 

1  For  a  list  of  stereotyped  words  and  expressions,  see  pages  443-446. 

323 


324  EVERYDAY  LETTERS 

standing,  twenty-one  ended  with  the  well-worn  expression,  "  Trusting 
that  you  will  favor  us  with  your  orders  in  the  future. ' ' 

In  addition  to  causing  an  unnecessary  expense,  stilted  words,  and 
words  that  have  become  meaningless  through  long,  continued  usage, 
occupy  in  the  letter  valuable  space  which  should  be  taken  up  by  words 
actively  on  the  firing  line.  Indeed  there  is  no  place  in  the  business 
letter  for  any  word,  or  group  of  words,  which  does  not  assist  in  building 
up  good-will,  or  in  closing  the  sale,  either  by : 

(1)  Expressing  courtesy. 

(2)  Emphasizing  service. 

(3)  Advancing  (either  directly  or  indirectly)   arguments  which 
result  in  sales  or  which  cause  the  prospect  to  accept  your 
proposal. 

On  this  basis,  consider  the  relative  effectiveness  of  the  following  ways 
of  beginning  a  business  letter : 

Stilted  We  beg  to  acknowledge  the  receipt  of  your  inquiry  of 

Emphasiz-  ^e  12th  inst.  concerning  Goodyear  tires  and  prices. 

ing  It  is  a  pleasure  to  tell  you  about  Goodyear  tires  and 

Courtesy  prices,  in  answer  to  your  inquiry  of  January  12. 

Emphasiz-  Your  inquiry  of  January  12  about  Goodyear  tires  and 

ing  prices  is  timely.     Forty  per  cent  of  the  motorists  in  the 

"Sales  United  States  ride  on  Goodyear  tires.     As  a  dealer,  you 

Talk"  will  therefore  appreciate  that  the  demand,  etc. 

Note,  in  the  last  two  beginnings  above,  that  the  acknowledgment,  and 
the  date,  of  the  letter  which  the  correspondent  is  answering,  do  not 
constitute  the  main  thought  of  the  opening  sentence  but  properly  are 
subordinated  to  the  main  thought.  The  following  examples  illustrate 
the  way  to  bring  in  casually  the  acknowledgment  of  the  letter  you  are 
answering : 

w  We  have  your  letter  of  March  13  and  would  say  in  reply 

Emphasis          *^at  it  will  be  entirely  satisfactory  to  handle  your  account 

as  you  suggest. 

Correct  ^  w^  ^e  entirely  satisfactory  to  handle  your  account 

Emphasis          as  you  suggest  in  your  letter  of  March  13. 

We  have  your  letter  of  August  2  stating  that  you  have 


AVOID  NEGATIVE  IDEAS  325 

Wrong  not  received  an  order  for  tires  which  you  turned  in  to  us. 

Emphasis         After  searching  through  our  files  carefully,  we  do  not  seem 

to  be  able  to  find  any  order  from  you. 

Correct  After  a  careful  search  we  cannot  find  the  order  you 

Emphasis         mention  in  your  letter  of  August  2. 

Business  tact  dictates  that  you  keep  continually  before  the  customer 
the  positive  idea  of  the  service  and  courtesy  you  are  anxious  to  extend 
to  him  and  that  you  throw  as  little  emphasis  as  possible  upon  the  nega- 
tive idea  that,  for  the  time  being,  something  has  gone  wrong.  Look  for- 
ward, in  other  words,  and  not  backward.  Do  not  spend  time  lamenting 
the  fact  that  things  have  not  turned  out  exactly  as  the  customer,  and  as 
you,  expected  they  would,  but  devote  your  effort  to  showing  him  that 
you  are  eager  to  extend  every  possible  effort  to  right  them.  Every 
business  man,  and  every  business  concern,  in  the  world  makes  mistakes ; 
that  is  only  human.  But  the  business  man,  who  holds  permanently  the 
goodwill  and  the  loj^alty  of  his  customers,  is  the  successful  business 
man,  who  sees  in  every  mistake  an  opportunity  for  service. 

Consider  the  two  following  ways  of  beginning  a  business  letter : 

We  are  sorry  you  were  offended  at  our  letter  of  January 
Negative  18.     We  are  certain,  however,  you  misunderstand  us. 

We  feel  we  should  thank  you   especially   for  your  letter  of 
Positive  January  21,  for  it  helps  us  to  clear  up  an  evident  mis- 

understanding. 

We  are  compelled  to  refer  your  letter  of  June  5  to  our 
Negative          Pittsburg  branch  as  you  are  located  in  their  territory. 

As  our  Pittsburg  branch  is  nearer  and  can  serve  you  more 
Positive  economically,  we  have  referred  your  letter  of  June  5  to 

them. 

We  are  indeed  sorry  to  learn  from  your  letter  of  September  30 
Negative          that  the  washing  machine  you  recently  purchased  from  us 

is  not  giving  satisfactory  service. 

Thank  you  for  writing  us  so  fully  on  September  30  concerning 
Positive  the  washing  machine  you  recently  purchased  from  us.     We 

feel  sure  that  your  clear  explanation  will  enable  us  to  tell 
you  just  what  to  do  to  overcome  the  difficulty  you  are  having. 

Some  of  the  credits  you  ask  for  on  our  verification  letter 
Negative  of  January  1,  cannot  be  allowed. 


326  EVERYDAY  LETTERS 

To  help  us  straighten  out  the  differences  you  mention  in  our 
Positive  verification  letter  of  January  1,  will  you  not  check  over  a 

few  of  the  items  ? 

In  the  last  analysis,  the  most  certain  way  of  getting  a  personal, 
courteous  tone  in  your  letter  is  by  being  courteous,  kindly,  and  sym- 
pathetic towards  men  and  women  with  whom  you  come  into  daily  contact ; 
by  putting  aside  every  vestige  of  the  narrow  spirit  of  selfishness;  by 
avoiding  narrowing  prejudices ;  by  trying  consistently  to  get  a  sym- 
pathetic insight  into  the  "other  fellow's"  point-of-view.  Then  will  the 
habit  of  courtesy  reflect  itself  in  the  tone  of  every  business  letter  you 
write. 

Once  you  have  adopted  this  attitude  of  frankness  and  fair-dealing, 
you  are  justified  in  writing  your  letters  with  full  confidence  that  you 
will  adjust  the  complaint,  collect  the  overdue  account,  or  accomplish 
whatever  your  purpose  may  be. 


CHAPTER  XXIV 

LETTERS   OF   PERSONAL   INFORMATION 
OUTLINE 

(I)   The  purpose  of  Letters  of  Personal  Information  is  to   advance  certain 

definite  information  in  as  brief  and  accessible  a  manner  as  possible. 
(II)   These  letters  are  classified  under: 
(a)   Introduction, 
(h)  Application. 

(c)  Reference. 

(d)  Recommendation. 


CHAPTER  XXIV 

LETTERS    OF    PERSONAL   INFORMATION 

LEARNESS,  conciseness,  accuracy — these  are  the  chief  requisites  of 
the  business  letter  that  comes  under  the  general  heading  of  "Letters 
of  Personal  Information." 

These  letters  are  classified  under: 

(1)  Introduction. 

(2)  Application. 

(3)  Reference. 

(4)  Recommendation. 

Their  purpose  is  to  advance  certain  definite  information  in  a  form 
as  brief  and  accessible  as  possible.  The  problem  in  writing  them  is  to 
get  the  facts  clearly  before  the  reader.  The  "point  of  contact"  is  estab- 
lished as  quickly  as  possible;  that  is,  the  reader  is  promptly  told  the 
reason  for  the  letter's  being  written  to  him.  The  facts  to  be  made  known 
to  him  are  then  presented  in  logical  order. 

The  Letter  of  Introduction  is  a  personal  note  to  make  known  to  a 
third  person,  a  friend  or  an  acquaintance  of  the  writer's. 

This  will  introduce  to  you  (Mr.  James  Ord,  an  editorial  writer  on 
the  staff  of  the  "Trans-Bay  News." 

Mr.  Ord  is  preparing  a  series  of  articles  on  living  conditions 
among  workers  employed  in  the  iron  trades  in  the  Bay  District. 

You  will  find  him  honest  as  can  be,  accurate,  conscientious  and 
unbiased  in  conducting  his  investigation  and  in  making  his  report. 
As  Secretary  of  the  Chamber  of  Commerce,  I  have  had  occasion 
to  follow  closely  his  work  on  the  "News"  for  the  past  five  years. 

I  personally  shall  appreciate  any  courtesy  you  extend  to  him. 

Note  that  the  above  letter  has  four  main  bearings : 

(1)  It  establishes  business  identity  of  the  man  it  introduces. 

329 


330      LETTERS  OF  PERSONAL  INFORMATION 

(2)  Explains  definitely  why  he  is  seeking  an  introduction. 

(3)  Vouches  for  him. 

(4)  Expresses  appreciation  for  any  courtesy  that  may  be   ex- 
tended to  him. 

In  introducing  by  letter  a  casual  acquaintance,  you  may  omit  elements 
(3)  and  (4).  But  even  then,  your  willingness  to  introduce  him  by  letter 
to  one  of  your  business  friends  implies  that  you  vouch  for  his  integrity. 

The  Letter  of  Application  for  a  Position  is  made  up  of  six  elements : 

(1)  A  statement  that  you  are  an  applicant  for  the  position. 

(2)  Your  qualifications : 

(a)  Experience. 

(b)  Education. 

(3)  References. 

(4)  Information  of  a  personal  sort. 

(5)  Salary  you  expect. 

(6)  Request  for  a  personal  interview. 

Establish  at  once  the  "point  of  contact"  by  letting  the  employer 
know  that  you  are  an  applicant  for  the  position  he  has  vacant.  Other- 
wise he  will  not  be  interested  in  reading  your  qualifications,  references, 
etc.,  for  it  will  not  be  clear  to  him  what  bearing  these  facts  have  upon 
his  interests. 

The  second  paragraph  deals  with  your  qualifications.  In  answering 
an  advertisement  that  calls  for  certain  definite  qualifications,  give  yours 
in  the  order  laid  down  in  the  advertisement.  If  not,  ask  yourself  what 
questions  your  prospective  employer  would  put  to  you  if  he  were  in 
his  office  talking  with  you.  Give  first  your  business  experience  and 
training.  This  carries  more  weight  than  your  training  in  a  university  or 
school.  If  you  have  had  no  training  in  the  position  to  be  filled,  clearly 
explain  just  wherein  the  position  you  have  held  has  qualified  you  for 
the  one  you  are  seeking. 

Be  definite.  Give  the  names  of  the  firms  you  have  worked  for,  the 
exact  nature  of  the  employment,  the  results  accomplished,  and  the  length 
of  service. 

If  employed  at  the  time  of  writing,  explain  frankly  why  you  are 
seeking  other  employment.  You  may,  for  example,  explain  that,  with 


THE  LETTER  OF  APPLICATION  331 

the  consent  of  your  employers,  you  are  leaving  your  present  position  to 
seek  a  position  that  offers  greater  opportunity  for  advancement. 

Be  definite  in  telling  of  your  education :  what  universities  or  schools 
you  have  attended,  what  courses  of  study  you  have  completed.  If  you 
have  pursued  any  definite  line  of  study,  explain  in  detail  the  bearing 
upon  the  position  sought. 

Then  give  your  references.  Write  down  names,  positions,  and  ad- 
dresses of  men  who  will  certify  to  your  ability  and  to  your  character. 

Personal  information  comes  next.  Tell  your  age,  nationality,  habits 
of  life,  health,  married  or  single,  and  so  on. 

Make  statement  of  the  salary  you  expect  to  receive.  To  this  state- 
ment you  may  properly  add  that  you  will  accept  the  position  at  the 
stated  salary,  advancement  within  a  reasonable  period  being  contingent 
upon  your  proved  ability.  Business  men  have  little  respect  for  an  appli- 
cant willing  to  accept  a  position  that  offers  no  future. 

As  an  earnest  of  your  conviction  that  you  are  qualified  for  the  posi- 
tion, in  closing  your  letter,  ask  for  a  personal  interview.  State  that  you 
can  come  to  the  manager's  office  at  any  hour  that  suits  his  convenience. 
If  your  hours  are  limited,  state  what  hours  you  have  free.  Give  your 
address  and  telephone  number  so  that  he  readily  may  get  in  touch  with 
you. 

Make  your  letter  carry  conviction.  Let  no  tone  of  apology  creep 
into  it,  or  of  uncertainty  as  to  your  ability  to  fill  the  position.  You 
are  not  "begging"  for  anything;  your  right  to  sell  your  services  is 
similar  to  your  right  to  sell  a  product  in  which  you  believe. 

Here  is  an  example  illustrating  the  elements  of  a  Letter  of  Applica- 
tion: 

Dear  Sir : 

Mr.  J.  W.  Smithson  of  the  Smithson  Advertising  Agency  has 
told  me  that  you  have  open  a  position  as  Correspondence  Super- 
visor. Please  consider  me  an  applicant. 

My  business  experience  is  as  follows: 

From  July,  1916,  to  January,  1918,  as  salesman  with  the  W.  K. 
Hanscom  Co. 

From  January,  1918,  until  the  present  date,  as  Assistant  Corre- 
spondence Supervisor  with  the  same  company.  Under  the  direc- 
tion of  Mr.  J.  W.  Monger,  Correspondence  Supervisor,  I  have 


332  LETTERS  OF  PERSONAL  INFORMATION 

assisted  in  revising  the  system  of  correspondence  of  the  company. 
Mr.  Monger  understands  that  I  am  desirous  of  leaving  the  Hans- 
corn  Co.  to  accept  a  position  that  offers  promotion  and  a  larger 
salary.  His  name  is  included  in  the  list  of  references  given  in  this 
letter. 

My  educational  experience : 

A  four-year  commercial  course  at  the  University  of  California, 
terminating  in  graduation  in  1916.  I  was  one  of  eight  members 
of  my  class  to  be  graduated  with  highest  honors. 

My  references,  by  permission,  are : 

Mr.  J.  W.  Monger,  Correspondence  Supervisor,  W.  K.  Hanscom 
Co.,  San  Francisco. 

Mr.  J.  A.  Haskell,  Sales  Manager,  W.  K.  Hanscom  Co. 

Prof.  Ira  B.  Crossr  University  of  California,  Berkeley. 

I  am  25  years  of  age,  of  American  parentage,  and  married. 

I  am  willing  to  start  in  at  a  salary  of  $2,400  (the  amount  Mr. 
Smithson  says  you  are  offering),  salary  increases  to  be  contingent 
upon  my  ability  to  prove  the  value  of  my  services  to  your  firm. 

I  shall  be  glad  to  call  at  your  office  for  a  personal  interview 
between  the  hours  of  three  and  five  o'clock  Wednesday  or  Satur- 
day afternoon.  (Telephone  Main  823.) 

Very  truly  yours, 

The  Letter  of  Application  you  have  just  read  has  for  its  single  pur- 
pose the  presentation  of  that  precise  amount  of  definite  data  the  pros- 
pective employer  needs  before  calling  the  applicant  to  his  office  for  a 
personal  interview. 

There  is  a  second  type  of  Letter  of  Application.  In  this,  the  appli- 
cant, in  addition  to  using  such  of  the  above  data  as  may  serve  his  pur- 
pose, makes  a  definite  effort  to  "sell"  his  services.  His  effort  could  be 
no  more  definite  were  he  trying  to  sell  his  company's  product.  He 
regards  the  letter  as  purely  and  simply  a  "direct  sales  letter." 

Here  is  an  example  of  a  "direct  sales  letter"  made  use  of  by  a  suc- 
cessful applicant  in  selling  his  services : 

Dear  Sir : 

If  I  sat  across  from  you  at  your  desk  and  proved  to  you  that 
over  25  per  cent  of  the  retail  grocers  in  the  western  territory 


THE  LETTER  OP  APPLICATION  333 

rarely  have  a  call  from  a  S.  W.  Black  salesman — rarely  hear  an 
S.  W.  Black  selling  appeal — year  after  year — 

If  I  showed  you  that  at  least  two  of  your  biggest  competitors 
are  getting  these  retail  grocers'  trade — 

And  then  if  I  could  show  you  how  YOU  can  get  your  share  of 
this  undeveloped  business — 

You  'd  be  interested,  would  n  't  you  1 

Well,  that  's  exactly  what  I  'm  going  to  tell  you  by  mail. 

A  part  of  the  25  per  cent  are  grocers  at  the  little  crossroads 
towns — towns  off  the  beaten  path,  where  your  salesman  can't 
reach  them  without  too  much  travel  expense. 

The  balance  of  the  25  per  cent  are  grocers  in  the  cities  who  are 
so  far  out  and  scattered  that  your  salesmen  can't  get  in  personal 
touch  with  them  more  than  once  every  two  or  three  weeks.  Per- 
haps you  '11  say,  *  *  Oh,  yes,  but  these  are  little  fellows,  with  trade 
that  doesn't  amount  to  much."  But  that  trade,  in  the  aggre- 
gate, amounts  to  quite  a  tidy  sum  each  year,  doesn't  it?  And, 
besides,  these  little  fellows  have  a  way  of  "growing  up."  And 
you  don't  want  your  competitor  to  get  their  goodwill  away  from 
you  while  they  are  maturing. 

NOW — there  's  an  easy  way — a  mighty  inexpensive  way — of 
getting  in  touch  with  the  25  per  cent.  Just  by  mail.  Tell  them 
—by  mail — of  your  product,  of  your  prices,  of  your  guarantee, 
of  your  service  to  them,  exactly  as  your  salesman  would.  Sales 
will  result — I  can  prove  it. 

I  can  prove,  too,  that  I  can  write  the  sales  letters  that  will  de- 
velop this  untouched  business. 

I  have  had  two  years'  experience  as  salesman  on  the  road, 
with  the  C.  A.  Hexler  Co.;  three  years'  experience  dictating  corre- 
spondence for  the  H.  A.  Anderson  Co.  I  am  a  graduate  of  the 
class  of  1914  at  the  University  of  California,  where  I  took  the  four- 
year  commercial  course.  I  want  to  leave  my  present  position  with 
the  Anderson  Co.  because  they  make  comparatively  few  sales  by 
mail;  they  sell  an  expensive  product  and  develop  only  a  limited 
territory. 

Mr.  W.  L.  Nedler,  Sales  Manager  of  the  H.  A.  Anderson  Co., 
and  Mr.  H.  A.  Anderson,  President  of  the  firm,  have  given  me 
permission  to  use  their  names  as  references. 


334       LETTERS  OF  PERSONAL  INFORMATION 

Grant  me  a  personal  interview  and  I  shall  be  glad  to  go  over 
my  qualifications  with  you.  My  telephone  number  is  Grant  1067. 

Meanwhile,  perhaps  you  will  want  to  talk  over  the  undeveloped 
25  per  cent  with  your  sales  manager.  He  may  be  glad  to  discuss 
the  prospect  of  getting  their  business. 

Very  truly  yours, 

The  following  " direct  sales  letter"  also  was  employed  in  securing 
a  position : 

Dear  Sir: 

Your  best  salesman — the  one  who  brings  in  the  biggest  orders — 
is  the  salesman  who  knows  the  most  about  human  nature.  He 
knows  men — knows  what  selling  arguments  will  appeal  to  them — 
knows  exactly  how — and  when — to  make  the  appeal. 

That  's  true,  isn't  it? 

Then  why  not  select  a  newspaper  man — a  newspaper  man  who 
has  had  some  selling  experience — for  the  position  of  salesman 
which  you  advertised  this  morning  in  ''The  Tribune"?  Every 
month  he  has  spent  on  a  newspaper  staff  has  thrown  him  into 
contact  with  scores  of  people:  people  in  every  walk  of  life.  He 
has  had  a  chance  to  see  life  "from  the  inside,"  as  few  men  in 
other  occupations  see  it. 

As  an  applicant  for  the  position  I  have  the  following  qualifica- 
tions : 

Nine  months  as  salesman  with  the  0.  B.  Jenks  Co. 

Four  years  as  reporter  on  "The  Tribune."  I  want  to  give 
up  my  present  position  on  "The  Tribune"  because  of  the  larger 
financial  return  in  business. 

My  references,  by  permission,  are : 

Mr.  Alvin  S.  Smith,  News  Editor,  ' '  The  Tribune ' ' ;  Mr.  Rodney 
Brink,  City  Editor,  "The  Tribune";  Mr.  L.  L.  Slack,  Sales  Man- 
ager, 0.  B.  Jenks  Co. 

I  am  27  years  of  age,  of  American  parentage,  and  unmarried. 

The  salary  that  will  be  paid  me  after  I  show  I  can  deliver  the 
sales  is  of  more  concern  to  me  than  the  amount  I  am  paid  at 
the  start. 

I  can  come  to  your  office  for  a  personal  interview  any  afternoon 
after  3  o'clock.  My  telephone  number  is  Main  7861. 


THE  REFERENCE  LETTER  335 

How  many  successful  men — men  you  know  or  know  about — 
got  their  training  on  a  newspaper? 

Yours  truly, 

A  Reference  Letter  is  one  written  by  an  employer  to  the  person  named 
as  a  reference  in  the  letter  of  application.  The  letter  comprises  the 
following  elements : 

(1)  Applicant's  name,  and  position  sought. 

(2)  Position  applicant  has  held  under  the  man  to  whom  the  letter 
is  written. 

(3)  Request  for  certain  definite  information  as  to  ability  of  appli- 
cant. 

(4)  Expression  of  appreciation  for  the  courtesy  of  an  expected 
answer. 

To  make  identification  certain,  it  is  the  practice  of  some  firms  to  paste 
a  picture  of  the  applicant  in  the  upper  right  hand  corner  of  the  letter. 
Here  is  an  example  of  a  Letter  of  Reference : 

Gentlemen : 

John  A.  Axton  has  applied  to  us  for  a  position  as  blacksmith. 

His  application  states  that  he  was  emjployed  by  you  in  a  similar 
position  for  five  years,  and  that  he  left  your  employ  because  he 
wanted  to  settle  with  his  family  in  a  smaller  town. 

We  require  all  applicants  to  furnish  responsible  references,  and 
we  shall  appreciate  answers  to  the  questions  below,  as  well  as  any 
other  information  you  may  give  us  concerning  the  applicant.  We 
shall  be  glad  at  any  time  to  reciprocate. 

Respectfully, 

(1)  Is  his  statement  correct? 

(2)  Is  he  of  good  character  and  habits? 

(3)  Did  he  have  the  confidence  of  his  employers? 

(4)  Can  he  acceptably  fill  the  position  applied  for? 

A  Letter  of  Recommendation  is  (1)  general,  or  (2)  personal.  If 
general,  it  is  addressed  "To  Whom  it  May  Concern";  it  may  be  pre- 
sented to  more  than  one  individual.  If  personal,  it  is  addressed  to  one 
person  by  name.  In  either  case,  the  information  it  contains  must  be 


336      LETTERS  OF  PERSONAL  INFORMATION 

definite;  the  expression  of  opinion  conservative.  The  writer  must  make 
it  clear  that  he  bases  his  opinion  of  the  applicant  upon  first  hand  knowl- 
edge and  not  upon  hearsay.  He  must  state  definitely  the  sort  of  position 
for  which  he  recommends  the  applicant. 

The  following  Letter  of  Recommendation  is  effective : 

For  the  last  seven  years,  our  firm  has  employed  Mr.  James 
Osgood  as  salesman.  The  last  five,  he  worked  under  my  personal 
supervision.  He  knows  human  nature,  knows  how  to  put  this 
knowledge  into  practice  in  making  a  sale.  He  is  industrious, 
courteous,  reliable,  efficient.  Competing  with  47  salesmen,  he  won 
the  recent  six-month  sales  contest  in  his  district. 

He  is  leaving  us  because  of  his  wife's  failing  health,  her 
physician  recommending  a  change  to  the  climate  of  California. 

I  heartily  recommend  him  for  a  position  as  salesman. 


CHAPTER  XXV 

LETTERS   OF   INQUIRY 
OUTLINE 

1.  Letters  of  Inquiry  ask  for  information.     They  must  be  brief,  and  definite. 
(Note:     Inquiry  Letters  that  have  a  place  in  the  Order  Series  are  discussed  un- 
der (b)  and  (c)  in  Chapter  XXVI.) 


CHAPTER  XXV 

LETTERS   OF   INQUIRY 

LETTERS  of  Inquiry  ask  for  information.1  They  must  be  brief 
as  possible,  while  containing  a  statement  of  all  facts  and  explana- 
tions necessary  to  guide  the  reader  in  making  full  reply.  They  must 
be  definite,  that  the  reader  may  know  at  once  precisely  what  information 
is  desired.  If  the  inquiry  is  stated  in  vague,  indefinite  terms,  the  reader 
either  will  have  to  include  in  his  answer  more  information  than  is 
necessary,  or  else  go  to  the  trouble  of  writing  a  letter  asking  for  more 
definite  details. 

The  following  is  an  example  of  a  letter  of  inquiry : 

Mr.  James  A.  Ackers,  Secretary, 
Albany  Chamber  of  Commerce, 
Albany,  New  York. 

Dear  Sir: 

The  Dwyer  Manufacturing  Co.  is  considering  the  establishment 
of  a  branch  factory  in  or  near  Albany.  For  eight  years  we  have 
had  in  operation  branch  factories  in  Newark,  New  Jersey,  and 
Albion,  Illinois,  each  employing  200  workers  and  covering  two 
acres.  If  we  came  to  your  city  we  should  start  with  a  force  of 
20  workmen  and  increase  the  number  as  business  in  that  section 
might  warrant. 

Before  sending  a  man  to  make  a  survey,  we  should  like  to  have 
information  on  the  'following  points : 

(1)  Cost  per  acre  of  suitable  factory  sites. 

(2)  Available  factory  facilities. 

(3)  Available  water  supply  and  rate  to  factories  for  water. 

(4)  Average  rental  for  employee's  cottage  within  half  a  mile 
radius  of  the  factory  district.     Are  available  housing  accom- 
modations adequate? 

i  See  Order  Letters    (Chapter  XXVI),  under    (b)    and    (c),  for  a  discussion  of 
Inquiry  Letters  in  the  Order  Series. 

339 


340  LETTERS  OF  INQUIRY 

We  shall  appreciate  your  cooperation  in  furnishing  us  this 
information. 

In  the  above  letter  of  inquiry,  the  correspondent  first  explains  the 
circumstances  that  necessitate  the  request  for  information,  thus  giving 
the  reader  an  adequate  understanding  of  his  needs.  With  these  needs 
in  mind,  the  reader  is  then  in  a  position  to  give  intelligent  consideration 
to  the  queries  for  information.  The  short  queries  are  paragraphed 
separately  and  numbered,  that  the  reader  may  give  his  answers  in  the 
same  order,  referring  readily  by  number  to  each  separate  query.  The 
letter  closes  with  an  expression  of  appreciation  of  the  expected  courtesy 
of  a  reply. 

Inquiry  letters  are  thus  made  up  of  three  elements : 

(1)  Circumstances  that  necessitate  request  for  information. 

(2)  Information  desired. 

(3)  Expression  of  appreciation. 

In  the  following  letter,  the  correspondent  explains  in  considerable 
detail  the  circumstances  that  make  necessary  his  request  for  information. 
Note,  however,  that  this  explanation  is  limited  to  such  details  as  will 
guide  the  reader  in  furnishing  definite,  complete  information : 

Mail  Sales  Promotion  Co., 
876  Wabash  Avenue, 
Chicago,  Illinois. 

Gentlemen : 

As  the  owner  of  a  drug  store,  I  am  interested  in  your  advertise- 
ment in  "The  Tribune"  of  August  30.  I  estimate  that  there 
are  between  three  and  four  thousand  families  living  in  my  district 
who  buy  their  drugs  and  druggists'  sundries,  including  candy  and 
cigars,  "in  the  city."  What  I  want  to  do  is  to  bring  these 
families  to  my  store  by  telling  them  about  my  prices,  quality,  and 
service. 

This  being  a  new  departure  for  me,  I  don't  know  how  to  go 
about  it.  I  want  to  make  the  appeal  as  personal  as  possible,  hence 
I  prefer  to  send  out  letters  rather  than  folders  or  post  cards. 
But  I  don't  want  to  send  out  letters  cheap  or  shoddy  in  appear- 
ance. 


EXCLUDE  IRRELEVANT  INFORMATION  341 

Another  difficulty,  I  shall  need  help  in  planning  effective  letters. 

The  item  of  expense  is  an  important  one,  as  I  am  just  building 
up  my  trade. 

You  say  in  your  advertisement  that  you  map  out  and  execute 
mail  sales  campaigns.  Will  you  please  tell  me  the  best,  and  in 
the  end  the  least  expensive,  way  of  getting  these  prospective  cus- 
tomers into  my  store  ? 

Exclude  all  explanation  excepting  only  that  which  is  of  real  assist- 
ance to  the  reader  in  framing  a  complete  answer.  Consider  the  irrelevant 
explanation  in  the  following  letter  of  inquiry : 

A.  W.  Stone  Company, 
926  Main  Street, 
Los  Angeles,  Calif. 

Gentlemen : 

I  am  going  to  take  my  three  children  for  a  month's  vacation  at 
the  beach,  and  neighbors  who  went  there  last  year  tell  me  they 
suffered  a  good  deal  from  sunburn.  I  know  that  "  Vacation 
Balm"  is  good  for  sunburn.  What  I  want  to  find  out  is  the  price, 
and  whether  it  can  safely  be  spread  on  the  face,  like  cold  cream, 
without  injury  to  the  complexion. 

The  same  letter  properly  written  reads : 
A.  W.  Stone  Company, 
926  Main  Street, 
Los  Angeles,  Calif. 

Gentlemen : 

Please  tell  me  the  price  of  "Vacation  Balm."  Can  it  be  spread 
on  the  face,  like  cold  cream,  without  injury  to  the  complexion? 

In  bringing  the  letter  to  a  close,  avoid  the  use  of  the  familiar  expres- 
sion, "Thanking  you  in  advance  for  your  courtesy."  It  is,  of  course, 
impossible  to  thank  a  person  "in  advance"  for  a  courtesy  not  yet  ex- 
tended. Effective  substitute  expressions  include:  "I  shall  appreciate 
your  cooperation  in  furnishing  this  information,"  and  "Your  courtesy 
will  be  appreciated." 

Do  not  adopt  a  "begging"  or  apologetic  tone  in  making  your  inquiry. 


342  LETTERS  OF  INQUIRY 

Do  not  suggest  to  the  reader,  by  employing  such  expressions  as  the  follow- 
ing, that  you  are  imposing  upon  his  time  and  patience : 

I  realize  this  is  asking  a  big  favor,  but  if  it  is  n  't  putting  you 
to  too  great  an  inconvenience  I  shall  certainly  appreciate  your 
furnishing  me  the  information  I  need. 

I  trust  this  is  n 't  putting  you  to  too  great  trouble  and  incon- 
venience. 

Pardon  my  taking  up  the  time  of  a  busy  man,  but  be  assured 
that  I  shall  appreciate  any  information  you  can  find  time  to  send 
me. 

These  expressions  serve  no  purpose  in  the  letter  of  inquiry.  If  yon 
are  not  entitled  to  the  information  you  are  asking  for,  if  you  are  making 
unjust  demands  upon  the  time  of  a  busy  man,  the  best  plan  is  to  tear 
up  the  letter  before  it  is  sent  out.  No  such  letter  of  inquiry  should  be 
mailed.  Make  sure  that  your  inquiry  is  warranted;  then  confine  your- 
self to  manly,  straightforward  expressions  of  courtesy  that  are  without 
suggestion  of  apology. 

Ordinarily  it  will  be  apparent  to  the  reader  that  your  inquiry  is 
warranted;  that  it  is  to  his  interest,  as  well  as  to  yours,  to  furnish  the 
desired  information.  The  secretary  of  the  Chamber  of  Commerce,  for 
example,  saw  at  once  that  it  was  to  his  interest  to  answer  an  inquiry 
that  might  lead  to  bringing  a  new  factory  to  Albany.  It  was  not  neces- 
sary for  the  correspondent  to  point  out  this  obvious  fact.  It  some- 
limes  happens,  however,  that  the  inquiry  does  appear  unwarranted ;  that 
the  gain  to  the  reader  in  answering  is  not  evident  at  first  glance.  In 
such  case,  it  is  well  for  the  correspondent  to  point  out  briefly  the  bearing 
the  inquiry  has  upon  the  reader's  interests. 

Since  the  effort  in  a  letter  of  this  sort  is  directed  at  getting  the  reader 
in  agreement,  at  overcoming  his  expected  reluctance  to  act,  the  letter  is 
similar  in  plan  and  purpose  to  a  direct  sales  letter.  The  beginning  must 
have  a  direct  bearing  upon  the  reader's  interests.  The  "reason  why" 
that  is  advanced  later  in  the  letter  must  show  him  a  definite  opportunity 
for  gain. 

The  following  is  a  letter  of  this  type : 


OPPORTUNITY  FOR  GAIN  SHOWN  343 

Advertising  Manager, 

C.  W.  Little  Office  Appliance  Co., 

1222  Tremont  Street, 

Boston,  Massachusetts. 

Dear  Sir: 

An  effective  C.  W.  Little  Office  Appliance  Co.  direct  sales  letter 
furnished  interesting  material  for  discussion  last  night  by  80 
students  in  the  night  school  classes  of  the  Carleton  Business  Col- 
lege. The  class  will  devote  the  next  six  months  to  a  study  of 
business  letters  of  all  kinds. 

As  instructor  of  the  class,  I  am  therefore  interested  in  getting 
for  class  discussion  as  complete  a  set  as  possible  of  the  letters  you 
are  using  in  your  mail  sales  campaign.  An  outline  of  the  working 
principles  of  your  plan  of  direct  advertising  also  would  be  of 
great  assistance. 

Over  75  per  cent  of  the  students  are  employed  during  the  day 
in  downtown  business  offices.  Your  letters,  therefore,  will  make 
a  real  sales  appeal  to  a  good  many  prospective  customers. 

And  they  certainly  will  help  us  a  lot  in  giving  a  practical  value 
to  our  work. 

I  am  enclosing  stamps  for  your  convenience  in  answering.  You 
may  be  sure  that  your  cooperation  in  our  work  here  will  be  appre- 
ciated, and  that  we  shall  be  glad  at  any  time  of  an  opportunity 
to  reciprocate  your  courtesy. 


CHAPTER  XXVI 

ORDER  LETTERS 

LETTERS   WRITTEN   BY   THE   BUYER 
OUTLINE 

(1)   Order  Letters  written  by  the  buyer  are  of  four  classes: 

(a)  Letters  ordering  goods. 

(b)  Letters  asking  for  price  quotation  with  a  view  to  ordering. 

(c)  Letters  making  inquiry  concerning  earlier  shipment  than  is  neces- 
sary, special  prices,  terms,  etc.,  previous  to  placing  an  order. 

(d)  Letters  giving  notification  of  mistake  in  filling  an  order. 


o 


CHAPTER  XXYI 

LETTERS    WRITTEN    BY    THE   BUYER 

RDER  letters  are  of  two  classes : 

(1)  Letters  written  by  the  buyer. 

(2)  Letters  written  by  the  seller.     (See  Chapter  XXVII.) 


(1)  Letters  written  ~by  the  buyer. 

(a)  Ordering  goods. 

(b)  Asking  for  price  quotations  with  a  view  to  ordering. 

(c)  Making    inquiry    concerning    earlier   than    customary    ship- 
ment, special  prices,  terms,  etc.,  previous  to  placing  an  order 

(d)  Giving  notification  of  mistake  in  filling  an  order. 

These  are  the  so-called  "routine"  letters  of  business.  Their  sole  pur- 
pose is  to  furnish  the  seller  with  such  definite  information  as  will  enable 
him,  without  further  inquiry  or  delay,  to  meet  the  requirements  of  the 
buyer.  They,  therefore,  consist  in  a  brief,  concise  statement  of  pertinent 
facts.  The  expression  of  courtesy  as  a  rule  is  limited  to  the  single  word 
"please." 

(a)   Ordering  goods. 
The  letter  ordering  goods  must : 

(1)  Give  all  details  necessary  for  the  identification  of  the  goods, 
such  as  trade  name,  catalogue  number  (if  any),  price,  quality, 
quantity,  style,  size,  color,  shape,  etc.  This  information  must 
be  specific.  It  is  not  enough  to  say,  "one  pair  of  ladies' 
street  shoes."  You  must  definitely  identify  the  shoes,  by 
saying,  "one  pair  of  ladies'  street  shoes,  Cuban  heel,  broad 
toe,  tan,  size  5B." 

347 


348  ORDER  LETTERS 

(2)  Tell  how  you  want  the  shipment  made. 

(3)  State  your  method   of  payment.     Even  when  you   have   a 
standing  agreement  as  to  payment,  it  is  best  to  avoid  any 
possibility  of  a  misunderstanding  by  giving  this  information. 
If  you  inclose  check,  money  order,  or  other  means  of  payment, 
refer  to  it  in  your  letter  and  write  below  the  letter  at  the 
left   hand  side  the  word   "Inclosure"  or  the  abbreviation 
"Incl." 

(4)  If  you  are  entitled  to  a  discount,  or  if  you  are  purchasing 
the  goods  under  terms  of  some  special  agreement,  make  this 
clear. 

(5)  Tell  when  you  expect  shipment  to  be  made,  explaining,  if 
need  be,  that  early  shipment  is  desirable  or  necessary. 

(6)  Sign  your  name  in  full.     In  giving  your  address,  include 
street  number,  city,  and  state. 

The  following  letter  is  lacking  in  definite  information : 

Marshall  Field  &  Co. 
State  and  Randolph  Sts., 
Chicago,  Illinois. 

Gentlemen : 

Please  send  me  one  pair  of  ladies'  street  shoes,  six  pair  of  silk 
hose,  three  cakes  of  soap,  and  half  a  dozen  Arrow  collars.  Please 
send  these  goods  as  soon  as  possible. 

The  above  letter  leaves  the  seller  in  doubt  concerning  three  highly 
important  points:  (1)  identification  of  the  goods,  (2)  means  of  shipment, 
and  (3)  method  of  payment.  The  letter  should  read  as  follows: 

Marshall  Field  &  Co. 
State  and  Randolph  Sts., 
Chicago,  Illinois. 

Gentlemen : 

Please  send  me  the  following  articles  by  American  Express  as 
soon  as  possible : 

1  pr.  ladies'  street  shoes,  Cuban  heel,  broad  toe,  tan,  size  5B ; 
price  about  $8.50. 


USE  OF  TRADE  TERMS  349 

6  prs.  ladies'  ribbed  silk  hose,  seamless,  black,  size  9;  price 
about  $1.35  a  pair. 

3  cakes  Cashmere  Bouquet  soap,  scented,  small  size;  price  25 
cents. 

%  doz.  Arrow  collars,  Marley,  size  15 ;  price  $1.50. 

Send  these  goods  C.  0.  D.,  express  charges  collect. 

When  the  price  is  definitely  known,  the  best  practice  is  to  extend 
the  cost  of  each  article  to  the  end  of  the  line  and  write  in  the  total 
amount  of  the  order  at  the  foot  of  the  column  of  separate  costs.  This 
plan  is  illustrated  in  the  following  letter: 

Dennison  Manufacturing  Co., 
1007  Chestnut  Street, 
Philadelphia,  Pa. 

Gentlemen : 

Please  send  me,  at  your  earliest  convenience,  by  American  Ex- 
press, the  following: 

1000  baggage  tags,  best  quality,  white,  not  strung,  size 

2  13/le"  x  1%" $1.00 

6    boxes    gummed    luggage    labels,    best    quality,    size 

43,4"  x  2%" 90 

1  quart  bottle  of  Dennison 's  Extra  Adhesive  Mucilage, 
No.  13   .  .   4.50 


Total $6.40 

Charge  this  order  to  my  account. 

When  one  firm  is  buying  materials  or  supplies  from  another,  a  free 
use  may  be  made  of  trade  terms  and  abbreviations  familiar  to  business 
men: 

A.  S.  Seedley  &  Co. 
1816  Market  Street, 
San  Francisco,  Calif. 

Gentlemen : 

Please  ship  the  following : 
Grade  X38  LUSTRO— 7500  sheets  30"  x  30" $151.23 


350  ORDER  LETTERS 

Grade  X40  LUSTRO— 3000  sheets  12"  x  12" 9.16 

"      X36  "      —1000       "      24"x24"..  7.61 


Total    $168.00 

This  material  is  to  be  invoiced  f.o.b.  your  factory ;  terms  30-2-10, 
as  in  your  quotation  No.  7632  of  December  15.  We  note  that 
shipment  is  promised  within  two  days  from  receipt  of  this  order. 

When,  as  in  the  above  letter,  the  order  is  based  upon  a  quotation 
furnished  by  the  seller,  the  number  and  date  of  the  quotation  should  be 
given. 

In  ordering  goods,  many  large  firms  make  use  of  a  printed  order 
blank,  filling  in  the  itemized  order  and  any  necessary  special  instructions. 
A  blank  of  this  kind  makes  for  convenience  and  accuracy. 

(b)  Asking  for  price  quotations  with  a  view  to  ordering. 

The  same  elements  that  enter  into  the  order  letter,  are  contained 
in  the  buyer's  letter  asking  quotations,  since  it  is  upon  the  quotations 
furnished  that  the  order  is  based.  It  is  advisable  in  the  letter  asking  for 
quotations  to  add  to  the  other  elements  a  statement  of  the  specific  pur- 
pose for  which  you  want  the  goods.  This  gives  the  seller  an  accurate 
knowledge  of  your  needs  and  guides  him  in  determining  whether  or  not 
he  can  meet  them.  For  example: 

Gentlemen : 

Please  quote  us  your  best  price  and  let  us  know  how  soon  you 
can  deliver  steel  balls  in  lots  of  1000  to  2000,  ranging  in  sizes 
from  11/2"  to  2V2". 

We  would  make  use  of  these  in  the  centrifugal  cups  of  the 
XC  type  of  machine  which  you  furnished  last  year.  The  quality 
may  be  of  any  range  from  soft  to  hardened  steel. 

The  question  of  delivery  is  highly  important  since  our  need  is 
urgent. 

If  quotations  are  asked  upon  more  than  one  article,  each  item  should 
be  separately  paragraphed,  as  in  the  letter  ordering  goods. 


MAKING  SPECIAL  INQUIRY  351 

(c)   Making   inquiry   concerning  earlier  than   customary   shipment, 
special  prices,  terms,  etc. 

If  prices,  terms,  or  date  of  shipment  is  not  satisfactory  to  the  buyer, 
he  writes  a  letter  similar  to  the  following: 

Gentlemen : 

We  received  today  your  letter  of  December  10,  quoting  a  price 
of  $21.40  a  thousand  on  9000  sheets  of  Grade  AX  Lustro  Sheeting, 
size  12"  x  12". 

We  have  given  your  sample  a  thorough  test  and  find  it  of  high 
quality.  We  believe  it  will  be  a  big  seller  once  it  is  properly  intro- 
duced. Just  now,  however,  we  would  have  to  sell  it  in  competition 
with  more  widely  advertised  brands  that  cost  our  competitors  a 
trifle  less  than  the  price  you  quote. 

However,  if  you  were  to  make  us  a  satisfactory  exclusive  agency 
proposition  for  the  Columbus  territory,  we  would  be  in  a  position 
to  push  the  sale  of  this  product.  We  naturally  want  to  be  sure  that 
we  shall  get  the  full  benefit  of  business  that  is  developed  by  our 
efforts. 

Please  let  us  know  at  once  whether  you  are  interested  in  having 
us  handle  Lustro  Sheeting  on  this  basis. 

(d)   Giving  notification  of  a  mistake  in  filling  an  order. 

If  there  has  been  some  error  in  filling  the  order,  the  buyer  writes  a 
letter  similar  to  the  following : 

Gentlemen : 

On  January  8  we  sent  you  our  order  No.  5738  for  9000  sheets  of 
Grade  AX  Lustro  Sheeting.  A  copy  of  the  order  is  inclosed. 
Please  note  that  it  calls  definitely  for  size  12"  x  12". 

You  shipped  this  order  January  11  and  it  reached  us  January 
13.  We  are  surprised  to  find  that  4000  of  the  9000  sheets  are 
size  36"  x  36". 

Evidently  the  36"  x  36"  sheets  were  shipped  in  error.  We 
have  not  found  this  size  a  ready  seller.  If,  however,  you  can 
extend  payment  to  90  days,  and  still  allow  the  ten  per  cent  cash 
discount,  we  can  arrange  to  keep  them.  We  shall  hold  the  4000 
sheets  subject  to  your  directions. 


352  ORDER  LETTERS 

We  request  immediate  shipment  of  an  additional  4000  of  the 
size  indicated  in  the  order. 

The  above  type  of  letter  covers  the  following  points : 

(1)  Conditions  laid  down  in  the  order. 

(2)  Wherein  seller  has  failed  to  meet  these  conditions. 

(3)  Adjustment  that  to  buyer  seems  fit. 


CHAPTER  XXVII 

ORDER  LETTERS 

LETTERS    WRITTEN    BY    THE   SELLER 
OUTLINE 

(1)   Order  Letters  -written  by  the  seller  may  be  classified  as  follows: 

(A)  Letters  answering  inquiries  that  may  lead  to  orders — 

(1)  When  the  inquiry  concerns  the  type  of  product  you  have  for 
sale. 

(2)  When  the  inquiry  concerns  a  different  type  of  product. 

(B)  Letters  acknowledging  an  order — 

(1)  When  the  buyer  has  given  full  information. 

(2)  When  full  information  is  lacking. 

(3)  When  the  buyer  has  not  made  satisfactory  credit  arrange- 
ments. 

(4)  When  the  order  is  from  a  new  customer. 


O 


CHAPTER  XXVII 

ORDER  LETTERS 
LETTERS  WRITTEN  BY  THE  SELLER 

RDER  letters  written  by  the  seller  may  be  classified  as  follows: 


(1)  Letters  answering  inquiries  that  may  lead  to  orders. 

(a)  When  the  inquiry  concerns  the  type  of  product  you  have 
for  sale. 

(b)  When  the  inquiry  concerns  a  different  type  of  product. 

(2)  Letters  acknowledging  an  order. 

(a)  When  the  buyer  has  given  full  information. 

(b)  When  full  information  is  lacking. 

(c)  When  the  buyer  has  not  made  satisfactory  credit  arrange- 
ments. 

(d)  When  the  order  is  from  a  new  customer. 

(1)   Letters  answering  inquiries  that  may  lead  to  orders. 

The  letter  answering  an  inquiry  that  may  lead  to  an  order  is,  essen- 
tially, a  direct  sales  letter.  The  effort  is  to  sell  to  a  prospect  who  already 
has  evinced  his  interest  in  the  product. 

If  the  inquiry  simply  consists  in  a  coupon  detached  from  an  adver- 
tisement, you  may,  in  answer,  make  use  of  form  letters,  with  name  and 
address  filled  in  at  the  top  (see  Chapter  XXXI).  If  the  inquiry  asks  for 
special  information,  a  special  letter  that  will  meet  the  individual  require- 
ments of  the  writer  is  called  for.  Some  correspondents  have  done  away 
with  form  letters,  deeming  it  a  better  business  policy  to  deal  individually 
with  each  inquiry  received.  Follow  this  example  only  when  it  is  certain 
that  a  larger  volume  of  sales  will  pay  for  the  added  cost  of  dictating 
each  letter.  It  is  generally  advisable  to  have  ready  for  use  separate 
paragraphs,  or  letters,  covering  the  points  of  inquiry  ordinarily  made. 
You  can  then  instruct  the  stenographer  to  add  a  sentence  or  two  making 

355 


356  ORDER  LETTERS 

direct  reference  to  the  needs  of  the  individual  prospect,  and  thus  give 
a  personal  tone  to  the  letter  as  a  whole.1 

(a)  When  the  inquiry  concerns  the  type  of  product  you  have  for  sale. 

Here  is  a  letter  written  when  the  inquiry  concerned  the  type  of  prod- 
uct the  manufacturer  had  for  sale : 

Dear  Sir : 

It  is  a  pleasure  to  learn  from  your  letter  of  July  10  that  you 
are  interested  in  Dover  Typewriter  desks. 

Your  specifications  call  for  a  desk  which  permits  the  machine  to 
remain  in  a  horizontal  position  when  raised  or  lowered  for  cover- 
ing. 

The  Dover  No.  10  is  the  ideal  desk  for  this  purpose.  In  order 
that  you  may  see  it  illustrated  in  both  the  upright  and  lowered 
positions  we  are  mailing  you  our  1918  catalogue.  If  you  will  turn 
to  page  10,  you  will  find  just  how  efficiently  this  desk  operates. 
Notice  also  that  it  costs  no  more  than  other  standard  equipment. 

No  other  desk  requires  so  small  a  space  as  this  folding  type. 
It  is,  therefore,  very  desirable  for  offices  occupied  by  several 
persons. 

You  can  get  this  desk  in  both  the  mahogany  and  quarter-sawed 
oak,  in  various  styles  and  sizes. 

Should  you  decide  on  any  of  our  equipment,  we  can  give  you 
almost  immediate  delivery. 

Note  that  the  above  letter  covers  the  following  points: 

(1)  Expresses  courtesy. 

(2)  Supplies  the  requisite  information. 

(3)  Makes  a  "bid"  for  the  sale  by  pointing  out  the  merits  of  the 
product. 

Courtesy  is  best  expressed  in  opening  sentences,  such  as,  "It  is  a 
pleasure  to  answer  your  inquiry  of  July  29  concerning  the  #23  Pioneer 
Bicycle,"  or,  "We  are  glad,  in  answering  your  inquiry  of  July  29,  to 
give  you  full  information  concerning  the  #23  Pioneer  Bicycle."  Avoid 

i  See  page  448. 


COVER  DEFINITELY  EACH  POINT  357 

uninteresting-  openings.  "We  are  in  receipt  of  your  inquiry  of  July  29 
concerning  the  #23  Pioneer  Bicycle,"  and,  "We  beg  to  acknowledge  your 
inquiry  of  July  29  concerning  etc.,"  simply  consist  in  bald,  uninterest- 
ing statements  of  trite  facts.  Your  receipt  of  the  letter,  or  its  date,  is 
not  a  vital  factor  in  your  effort  to  sell  the  product.  Bring  in  these 
points  incidentally.  Your  expression  of  courtesy,  however,  is  always 
an  essential  element  of  the  letter.  It  makes  the  prospect  feel  at  once 
that  you  appreciate  his  inquiry  and  that  you  have  his  interests  at  heart. 

In  supplying  the  requisite  information,  read  over  carefully  the 
prospect's  letter  and  make  certain  that  you  cover  definitely  each  point 
it  brings  up.  Direct  his  attention  to  your  catalogue,  pamphlet,  or  bulle- 
tin, since  it  contains  more  exhaustive  matter  than  you  can  possibly  get 
into  a  short  letter.  In  doing  so,  cite  the  catalogue  page;  then  he  will 
have  no  difficulty  in  turning  to  it.  Or  go  a  step  further,  instruct  your 
stenographer  to  turn  down  one  or  more  pages  and  to  mark  with  pen 
the  important  paragraphs.  Familiarize  yourself  with  information  con- 
tained in  the  various  pieces  of  "sales  literature"  published  by  your 
firm,  that  you  may  mail  to  each  individual  prospect  the  printed  material 
most  certain  to  be  of  value  to  him. 

Your  "bid"  for  the  sale  will  follow  the  principles  laid  down  for  any 
other  sales  letter.  It  will  match  the  needs  of  the  prospect  as  you  deter- 
mine them  by  reading  his  letter  of  inquiry.  It  may  include  a  sentence 
or  two,  or  one  or  two  short  paragraphs  of  description  and  explanation ; 
of  proof,  perhaps,  in  the  form  of  a  statement,  "Marshall  Field  &  Co. 
have  equipped  their  store  with  these  fixtures."  Likewise,  persuasion, 
inducement,  and  the  clincher  have  a  place  in  the  "bid." 

But  in  introducing  these  last  three  elements,  remember  that  the  pros- 
pect is  already  at  least  partly  in  agreement  with  you.  You  do  not  have  to 
emphasize  so  vigorously  the  necessity  for  immediate  action  as  you  would 
were  your  selling  task  more  difficult.  Barring  idle  curiosity,  he  is  be- 
yond this  point.  Your  aim  'therefore  is  to  confirm,  rather  than  to 
awaken,  belief.  Confidently  take  the  attitude  that  the  prospect's  good 
judgment  has  led  him  to  make  the  inquiry  and  that  the  selfsame  good 
judgment  will  lead  him  to  buy  as  soon  as  he  has  full  information  upon 
which  to  base  a  decision.  If  your  first  letter  does  not  bring  his  order, 
you  may  in  subsequent  letters  give  more  insistent  emphasis  to  the  ele- 
ments of  persuasion,  inducement,  and  clincher,  bearing  in  mind  always 
that  it  never  pays  to  give  the  impression  that  you  are  trying  too  hard 


358  ORDER  LETTERS 

to  make  the  sale,  for  undue  effort  on  your  part  gives  the  prospect  a  feel 
ing  that  the  battle  is  going  against  you. 

It  may  be  that  your  first  letter  in  answer  to  an  inquiry  informs  the 
prospect  that  a  salesman  will  call  upon  him  in  person.  If  this  is  the 
case,  a  letter  similar  to  the  following  will  be  written : 

Dear  Sir : 

It  is  a  pleasure  to  learn  from  your  inquiry  of  September  10 
that  you  are  interested  in  obtaining  a  broad  knowledge  of  busi- 
ness practice.  The  demand  for  well-trained  executives,  for  men 
highly  trained  in  not  one  but  all  branches  of  business,  is  greater 
today  than  ever  before.  Your  inquiry  therefore  is  particularly 
timely. 

"We  are  enclosing  "Winning  Your  Way  in  Business,"  with  our 
compliments.  Turn  to  page  10  and  you  will  readily  see  the  op- 
portunity open  to  our  graduates,  as  outlined  by  some  of  the  best 
known  business .  executives  in  the  country. 

No  doubt  you  want  to  know  exactly  how  the  course  can  be 
applied  to  your  individual  needs.  We  have  therefore  asked  Mr. 
R.  A.  Sanderson,  who  is  in  charge  of  our  Dallas  office,  to  get  in 
touch  with  you  at  once.  He  can  give  you  this  information  in 
person  much  better  than  we  can  by  correspondence. 

You  may  be  sure  that  Mr.  Sanderson  will  cooperate  with  you 
in  every  way. 

The  following  two  letters  are  in  answer  to  an  inquiry  that  may  lead 
to  an  order.  In  each  case,  the  aim  of  the  letter  is  to  put  the  prospect 
in  touch  with  the  dealer : 

Dear  Sir : 

The  experience  of  over  60,000  satisfied  owners  is  the  best  as- 
surance you  can  have  in  your  selection  of  a  Hudson  Super-Six.  It 
means  more  than  any  claims  we  might  make. 

There  are  particulars  of  course  about  the  Hudson  Super-Six 
that  you  will  want  to  know,  details  about  the  beauty  and  com- 
pleteness of  the  several  different  body  models.  W>e  have  referred 
your  letter  to  our  nearest  dealer,  and  inclose  a  card  of  introduc- 
tion. We  want  you  to  have  an  opportunity  to  examine  the  new 
Hudsons — their  charm  of  line  and  appointment. 


TYPES  OF  INQUIRY  LETTERS  359 

Dear  Sir: 

We  shall  not  try  to  tell  you  about  the  Essex  in  this  letter.  We 
would  rather  have  the  car  speak  for  itself.  We  have  therefore 
forwarded  your  letter  to  our  nearest  dealer,  to  whom  the  inclosed 
card  of  introduction  is  addressed. 

The  beauty,  comfort,  and  permanence  of  the  Essex  can  only 
be  appreciated  by  a  personal  inspection  and  by  riding  in  it. 
Pick  out  the  roughest  roads  and  the  steepest  hills  and  judge  for 
yourself. 

We  assure  you  of  our  appreciation  of  your  inquiry,  and  we  be- 
lieve that  your  anticipation  will  be  more  than  realized. 

(b)  AVhen  the  inquiry  concerns  a  different  type  of  product. 

When  the  prospect's  inquiry  concerns  a  different  type  of  product 
from  the  one  you  have  for  sale,  your  selling  task  is  to  show  him  that 
your  type  of  product  meets  his  needs  better  than  the  type  he  has  in 
mind.  The  two  following  letters  illustrate  the  wrong  and  the  right  way 
to  accomplish  this  task: 

Dear  Sir: 

We  are  in  receipt  of  your  letter  of  July  10  requesting  informa- 
tion concerning  horizontal  typewriter  desks.  We  are  sorry,  how- 
ever, to  advise  you  that  we  no  longer  manufacture  this  type  of 
desk. 

As  a  matter  of  fact  our  "Eclipse  Adjustable"  is  superior  to 
the  horizontal  type.  We  are  sending  you  a  catalogue  that  you 
may  see  illustrated  its  superior  advantages.  If  you  are  inter- 
ested in  this  desk,  please  let  us  know. 

Neither  courtesy,  service,  nor  "sales  talk"  is  emphasized  in  the 
hackneyed,  uninteresting  sentence  that  opens  this  letter.  The  first  im- 
pression made  upon  the  reader  is  therefore  not  particularly  a  pleasing 
one.  The  second  sentence  brings  up  abruptly  a  distinctly  unpleasant 
and  annoying  thought.  In  the  second  paragraph,  the  "sales  talk"  con- 
sists in  a  statement  that  is  not  supported  by  explanation  or  proof.  The 
final  sentence,  the  clincher  of  the  letter,  is  obviously  weak  in  that  it 
brings  in  a  strong  element  of  doubt. 

Here  is  the  same  letter  as  it  was  actually  sent  out : 


360  ORDER  LETTERS 

Dear  Sir: 

We  are  glad  to  know  from  your  letter  of  July  10  that  you  are 
in  the  market  for  typewriter  desks. 

Although  we  have  discontinued  the  manufacture  of  the  hor- 
izontal desk,  the  "Eclipse  Adjustable,"  which  is  illustrated  on 
page  8  of  the  inclosed  circular,  is  a  successor  to  all  horizontal 
types. 

Because  of  its  unique  and  practical  construction,  it  does  away 
with  all  unsanitary,  dust-collecting  corners  and  also  eliminates 
the  continuous  mechanical  repairs  that  are  so  necessary  to  the 
horizontal  type.  One  adjustment  on  installation  gives  you  every 
advantage  offered  by  any  other  desk.  And  our  experts  make  all 
adjustments  on  installation. 

The  McClellan  Co.,  of  your  city,  and  the  Holt  Co.,  of  Marion, 
both  have  replaced  their  horizontal  equipment  with  the  "Eclipse" 
and  we  suggest  you  ask  them  regarding  the  results  they  have 
achieved. 

We  are  in  a  position  to  make  excellent  deliveries  on  any  of 
the  seven  types  shown  in  the  circular. 

The  opening  of  this  letter  gives  a  pleasing  impression.  The  cor- 
respondent avoids  the  blunt  statement  of  disagreeable  fact  that,  "We 
are  sorry,  however,  to  advise  you  that  we  no  longer  manufacture  this 
type  of  desk."  The  same  thought  is  expressed  in  a  more  tactful,  less 
abrupt  way.  It  is  brought  in  incidentally,  being  subordinated  to  the 
main  thought  of  the  sentence,  which  is,  "  *  Eclipse  Adjustable'  ...  is 
the  successor  of  all  horizontal  types."  The  prospect  scarcely  has  time 
to  feel  disappointment  at  not  receiving  the  precise  information  he 
asked  for,  before  he  is  plunged  into  a  consideration  of  other  informa- 
tion of  even  greater  interest  to  him.  It  is  always  advisable,  in  writing 
to  a  prospective  customer,  thus  to  minimize  facts  that  are  unpleasant  and 
to  emphasize  facts  that  are  pleasing  to  him.  This  practice  is  employed 
in  the  two  following  letters: 

Dear  Sir : 

The  order  for  red  tubes  with  which  you  kindly  favored  us  in 
your  letter  of  October  17,  leads  us  to  believe  that  you  would  be 


TACT  IN  BUSINESS  LETTERS  361 

interested  in  the  reasons  why  we  manufacture  uncolored  tubes 
only. 

We  realize  that  there  is  a  demand  for  a  red  tube  and  it  would 
be  an  easy  matter  to  add  the  necessary  compound  to  our  present 
product  to  make  it  red  in  color.  We  could  also  color  our  heavy 
tourist  tube  and  so  supply  the  demand  for  a  thick  red  tube.  We 
have  not  colored  our  tubes,  however,  because  in  tests  conducted 
by  our  experimental  department,  which  have  included  red  tubes, 
our  present  uncolored  tube  has  proved  to  give  the  best  service. 

It  has  been  our  experience  that  those  who  prefer  red  tubes, 
do  so  because  of  the  appearance.  What  they  really  want  in  a 
tube,  however,  is  service.  Where  these  things  have  been  ex- 
plained to  them,  you  will  have  no  trouble  in  selling  them  our  un- 
colored tubes  and  we  know  they  will  give  better  satisfaction  in  the 
end. 

But  more  important  than  this,  the  laminated  construction  that 
is  explained  in  the  inclosed  booklet,  offers  an  advantage  that 
would  be  worth  more  than  red  color  even  if  the  red  color  actually 
possessed  an  advantage. 

We  will  gladly  refer  your  order  to  a  concern  in  this  city  who 
can  supply  red  tubes,  if  you  wish,  but  we  confidently  believe  that 
your  patrons  will  be  better  satisfied  with  uncolored  laminated 
tubes. 

Dear  Sir : 

To  be  perfectly  frank  with  you  we  would  not  recommend  that 
you  begin  using  blemished  tires. 

All  second-quality  tires  are  sold  strictly  unguaranteed.  They 
may  run  one  mile  or  they  may  run  to  their  full  mileage.  In 
either  case,  you  are  by  no  means  certain  of  securing  a  fair  return 
for  your  money. 

You  will  find  that  while  the  initial  cost  of  a  second-quality  tire 
is  lower  than  the  first  cost  of  a  fully  guaranteed  casing,  in  the 
long  run  the  cost  per  mile  of  the  former  is  higher.  If  it  proves 
to  be  defective,  you  have  no  protection  from  the  manufacturer. 
All  you  can  do  is  to  buy  another  tire. 

On  the  other  hand,  if  you  purchase  a  fully  guaranteed  casing 


362  ORDER  LETTERS 

at  a  fair  price,  you  not  only  receive  the  service  which  the  local 
dealer  offers  you,  but  you  also  receive  the  guarantee  back  of  the 
tire.  Even  if  it  proves  defective,  the  tire  manufacturer  is  only 
too  glad  to  make  it  right. 

Occasionally  we  do  have  in  stock  a  few  seconds  that  we  are 
glad  to  dispose  of,  but  ordinarily  our  seconds  are  marketed 
through  jobbers  who  make  a  specialty  of  seconds. 

Your  local  dealer  has  a  good  stock  of  Goodyear  first-quality 
tires  on  hand.  Why  not  ask  him  for  the  tires  you  desire?  He 
can  supply  you  at  once  and  you  will  then  be  assured  of  the  cer- 
tain satisfaction  that  goes  with  them. 

In  each  of  the  above  examples,  the  prospect  is  given  in  the  opening 
paragraph  the  answer  to  his  letter  of  inquiry.  Without  being  forced 
to  read  through  several  paragraphs  in  praise  of  a  substitute  product,  he 
learns  at  once  the  correspondent's  answer  to  his  query.  He  is  not 
tricked  into  reading  the  letter;  he  is  told  at  the  start,  as  in  all  fairness 
he  should  be  told,  that  the  letter  will  urge  the  purchase  of  some  type  of 
product  other  than  the  one  he  had  thought  of  purchasing.  And  yet  he 
is  told  this  in  such  a  tactful  way  as  to  win  at  once  his  interest  in  the 
''sales  talk"  with  which  it  is  so  closely  linked.  Note,  in  the  clinchers 
employed  in  the  two  letters,  the  incisive  summary  of  the  central  selling 
arguments. 

(2)  Letters  acknowledging  an  order. 

(a)  When  the  buyer  has  given  full  instruction. 
The  following  is  an  ineffective  letter  acknowledging  an  order: 

Dear  Sir: 

We  are  in  receipt  of  your  order  of  August  15.  We  beg  to  state 
that  it  will  be  shipped  via  Southern  Pacific  on  August  23. 

Thanking  you  for  this  and  other  kind  favors,  we  beg  to  re- 
main, 

The  above  letter  consists  in  formal,  impersonal  and  hackneyed  ex- 
pressions aimed  almost  solely  at  informing  the  customer  that  his  order 
has  been  received  and  that  it  will  be  shipped  on  August  23.  This  in- 
formation, of  course,  is  of  importance  to  him  in  the  conduct  of  his  busi- 
ness. It  is  necessary  that  he  be  told — and  told  promptly — that  there 


TACT  IN  BUSINESS  LETTERS  363 

has  been  no  delay  in  the  receipt  of  his  order  and  that  it  is  being  filled. 
But  from  your  standpoint  it  is  likewise  highly  important  that  he  know 
you  cordially  appreciate  his  placing  an  order  with  your  firm,  and  that 
you  stand  ready  to  extend  him  every  courtesy  and  service  in  filling  it. 
The  most  effective  way  of  making  certain  of  future  orders  is  to  show 
him  that  he  has  your  cordial  cooperation.  Remember  always  that  cus- 
tomer goodwill  is  one  pf  your  most  valuable  business  assets.  A  loyal 
customer — a  customer  who  feels  that  he  is  in  personal  touch  with  the 
"house,"  and  who  therefore  believes  strongly  in  it  as  an  institution — is 
likely  to  be  a  permanent  customer. 

Consider  the  re-written  version  of  the  same  letter: 

Dear  Sir: 

We  thank  you  for  your  order  of  August  15.  It  will  go  forward 
promptly  over  the  Southern  Pacific  on  August  23.  We  feel  con- 
fident that  you  will  find  the  canned  peaches  up  to  the  high 
standard  of  the  other  Vernon  products  you  have  been  handling. 

We  have  taken  every  precaution  to  have  them  carefully  packed 
and  shipped.  Please  notify  us  promptly  if  they  do  not  arrive 
on  time,  and  in  the  best  of  condition. 

Along  with  the  order,  we  are  sending  pamphlets  giving  facts 
about  the  Vernon  line  that  will  interest  your  customers.  We  are 
also  including  for  your  use  some  of  our  latest  and  most  effective 
window  cards. 

Let  us  know  when  we  may  serve  you  further. 

Note  that  the  cordial,  personal  tone  of  this  letter  is  due  in  part 
to  the  avoidance  of  stereotyped  expressions.  Courtesy  is  expressed 
naturally  at  the  very  start  of  the  letter,  while  the  date  of  the  order  is 
properly  brought  in  only  incidentally.  The  correspondent  has  taken 
the  trouble  to  ascertain  that  this  particular  grocer  has  handled  other 
Vernon  products,  and  makes  capital  of  this  fact  in  the  first  paragraph. 
Service  and  cooperation  are  emphasized  in  the  following  two  para- 
graphs. The  last  paragraph  consists  in  a  "bid"  for  future  business. 
Not  all  letters  acknowledging  orders  contain  the  same  amount  of  detail 
that  is  in  this  letter.  Letters  more  brief  may  effectively  be  written.  But 
even  in  a  more  brief  letter,  the  spirit  of  cooperation  should  be  empha- 
sized, if  only  in  a  short  sentence  or  two. 


3G4  ORDER  LETTERS 

The  letter  acknowledging  an  order,  when  the  buyer  has  given  full  in- 
formation, should  therefore: 

(1)  Thank  the  customer  for  the  order. 

(2)  State  how  and  when  the  goods  will  be  shipped. 

(3)  Express  confidence  in  the  product. 

(4)  Make  a  "bid"  for  future  orders. 

The  following  fifth  element  sometimes  is  included  in  a  letter  of  the 
above  type: 

(5)  Express  willingness  to  make  prompt  adjustment  should  any 
unexpected  difficulty  or  delay  occur. 

Information  as  to  how  and  when  the  goods  will  be  shipped  always 
should  be  definite.  If  possible,  include  under  this  element  the  ap- 
proximate date  of  expected  arrival  of  the  goods. 

Confidence  in  the  product  is  expressed  by  the  use  of  sentences  such 
as,  "This  brand  has  been  a  ready  seller  throughout  the  state  and  we 
feel  confident  you  will  have  success  with  it,"  or,  "We  feel  sure  you  will 
be  pleased  with  the  high  quality  of  these  goods. ' '  Avoid  the  use  of  such 
doubtful  suggestions  as,  "We  trust  these  goods  will  prove  satisfactory," 
or,  "We  hope  these  goods  will  meet  with  your  approval."  Stand  fairly 
and  squarely  behind  your  product. 

In  making  a  "bid"  for  future  business,  emphasize  courtesy  and 
service.  A  sentence  or  two  of  "sales  talk,"  bringing  out  the  merits  of 
some  product  other  than  the  one  ordered,  may  now  and  then  be  effec- 
tively employed. 

The  following  is  a  brief  letter  acknowledging  an  order  in  which 
service  is  emphasized  in  the  final  paragraph: 

Dear  Sir: 

We  acknowledge  with  thanks  your  order  of  October  3  for 
2-32  x  3/12  tubes.  The  tubes  are  being  carefully  packed  now  and 
will  go  forward  to  you  by  American  Express  tonight.  You 
should  receive  them  by  Wednesday  morning. 

If  you  desire  information  concerning  automobile  accessories 
of  any  kind,  we  shall  be  glad  to  have  you  write  us.  Remember 
that  our  free  information  department  is  at  your  service.  It  will 
be  a  pleasure  to  give  you  the  benefit  of  our  long  experience. 


TACT  IN  BUSINESS  LETTERS  365 

Another  example  of  an  effective  letter  of  the  same  type: 

Dear  Sir: 

"We  thank  you  for  your  order  of  November  8.  All  of  the  goods 
are  in  stock  and  they  are  being  packed  now  for  immediate  ship- 
ment by  Adams  Express.  They  should  therefore  reach  you  by 
November  16  at  the  latest. 

This  means  that  you  will  get  them  in  plenty  of  time  for  the 
Christmas  trade.  By  ordering  early,  you  have  enabled  us  to 
make  careful  selection  from  our  full  stock.  You  will  notice  that 
the  line  of  toys,  in  particular,  is  a  mighty  complete  and  attractive 
one. 

We  shall  be  glad  to  give  you  as  prompt  service  later  on  on  an}r 
other  orders  for  Christmas  goods.  Inasmuch  as  shipments  will 
be  subject  to  the  usual  delays  of  holiday  times,  we  suggest,  how- 
ever, that  you  place  at  once  any  future  orders  you  may  be  con- 
templating. 

A  printed  post  card  may  sometimes  be  employed  in  acknowledging 
small  orders  of  a  ' ' routine ' '  sort  from  a  firm  that  is  a  regular  customer. 
Since  a  large  number  of  such  small  orders  may  be  received  monthly 
from  any  one  firm,  it  is  not  necessary  to  acknowledge  each  one  by  letter. 
The  post  card  acknowledgment  should  never  be  used  when  the  personal 
element  enters  into  the  order,  when  it  is  from  a  new  customer,  or  when 
it  is  a  large  one.  Blank  spaces  on  the  post  card  are  filled  in  with  data 
concerning  the  order,  and  space  is  left  for  special  instructions  or  re- 
marks. For  example: 

Dear  Sir: 

We  thank  you  for  your  order  No. —  -  which  will  be  entered 
for  immediate  shipment.  It  has  been  registered  under  our 

No. ,  to  which  you  will  please  refer  if  you  have  occasion  to 

write  about  it. 

If  we  are  unable  to  ship  promptly  we  shall  write  you  under 
separate  cover. 

In  acknowledging,  by  post  card  or  by  letter,  an  order  from  a  firm  that 
is  doing  business  on  a  large  scale,  identify  the  order  by  reference  both 


366  ORDER  LETTERS 

to  the  number  given  it  by  the  customer  firm  and  to  your  invoice  number. 

(b)  When  full  information  is  lacking. 

In  may  be  that  you  are  unable  immediately  to  fill  the  order  because 
the  customer  has  failed  accurately  to  identify  the  goods,  or  because  he 
has  left  out  other  necessary  instructions.  In  such  case,  avoid  placing 
undue  emphasis  upon  his  error.  Emphasize  at  the  start  the  ' '  pleasant ' ' 
elements  of  courtesy  and  service;  then,  when  the  customer  is  in  the 
proper  frame  of  mind,  disclose  his  error,  adding  that  your  desire  to  serve 
him  to  the  very  best  of  your  ability  explains  why  you  call  it  to  his  at- 
tention rather  than  ship  the  goods  upon  incomplete  information. 

The  following  letter  illustrates  this  principle : 

Dear  Sir: 

Your  order  of  August  21,  which  just  came  in,  is  appreciated. 

We  are  glad  that  you  are  going  to  give  Champion  products  a 
trial.  Your  confidence  is  well  placed,  for  our  line  was  never  bet- 
ter nor  more  complete. 

In  going  over  the  order,  we  find  a  few  items  that  are  not  clear. 

Since  a  small  error  might  mean  no  end  of  trouble,  we  want  at 
once  to  check  up  all  items. 

We  are  enclosing  another  order  blank,  filled  out  to  meet  your 
requirements  as  we  interpret  them.  If  the  filled  order  blank  is 
accurate,  just  sign  and  return  in  the  inclosed  stamped  envelope. 
If  not  accurate,  you  can  make  up  the  order  as  you  want  it  on  the 
blank  form  and  we  will  ship  accordingly. 

Let  us  take  this  occasion  to  say  that  there  is  a  great  deal  more 
to  our  business  than  merely  filling  your  orders.  Our  policy  is 
designed  to  help  the  dealer  increase  his  sales,  and  we  want  you  to 
get  the  full  benefit  of  it. 

(c)  When  the  buyer  has  not  made  satisfactory  credit  arrangements. 
Here  is  an  ineffective  letter  of  this  type: 

Dear  Sir: 

The  information  afforded  by  the  agencies  warrants  us  shipping 
your  order  of  April  29  on  our  regular  ten-day-schedule,  but  it 
scarcely  warrants  our  extending  to  you  our  preferred  credit 


TACT  IN  BUSINESS  LETTERS  367 

terms,  as  you  requested  in  your  letter.  We  require  all  of  our 
customers  to  fill  in  a  property  statement  before  credit  is  extended 
to  any  considerable  amount.  We  are  enclosing  such  a  state- 
ment to  be  filled  out  by  you.  Please  send  it  back  to  us  with  a 
personal  letter  telling  us  just  what  your  business  opportunities 
and  expectations  are. 

We  appreciate  this,  our  first  order  from  you,  and  trust  that 
we  can  make  arrangements  to  be  of  service  to  you  in  filling  your 
future  orders  on  the  basis  you  request. 

The  unpleasant  fact  that  preferred  credit  terms  can  not  at  once  be 
extended  is  unduly  emphasized  by  being  brought  in  at  the  very  start 
of  this  letter.  The  first  impression  made  upon  the  customer  is  a  dis- 
agreeable one.  The  half-hearted  expression  of  courtesy  and  service, 
when  it  does  come,  is  passed  over  because  his  mind  already  is  taken  up 
with  the  rebuff  offered  him  at  the  beginning. 

The  following  letter,  covering  the  same  ground,  is  the  one  that  ac- 
tually was  mailed: 

Dear  Sir: 

Your  order  for  April  29  has  been  entered  for  shipment  on  our 
usual  ten-day  schedule. 

We  believe  this  is  our  first  dealing  with  you  and  therefore  we 
take  pleasure  in  welcoming  you  and  in  showing  you  our  appre- 
ciation of  your  business. 

The  information  afforded  by  the  agencies  entirely  warrants 
our  shipment  of  this  first  order,  but  we  do  not  doubt  that  you 
would  prefer  to  come  to  a  more  personal  understanding  with  us 
as  to  the  basis  on  which  credit  may  be  extended  to  the  amount 
you  may  require. 

For  that  reason,  we  are  enclosing  the  usual  property  state- 
ment. We  should  be  glad  if  you  would  write  us,  in  addition, 
stating  your  business  opportunities  and  expectations,  so  we  may 
find  ourselves  in  a  position  to  be  of  service  to  you. 

We  shall  do  everything  possible  on  our  side  to  increase  per- 
sonal acquaintance  and  confidence  that  may  result  in  mutual  ad- 
vantage. 

For  a  lesson  in  business  tact,  study  carefully  the  letter  above,  and 


368  ORDER  LETTERS 


roll 


the  previous  letter  written  to  the  customer  who  had  failed  to  give  full 
information  in  ordering  goods.  In  the  one  case,  a  refusal  to  grant  at 
once  preferred  credit  terms,  and,  in  the  other,  a  customer's  error  that 
results  in  delay  in  the  shipment  of  the  goods,  lose  their  disagreeable 
features  and,  looked  at  rightly,  become  opportunities  for  the  manu- 
facturer to  prove  his  willingness  to  extend  courtesy  and  service.  Take 
up  business  problems  and  annoyances  with  the  earnest  desire  to  extend 
to  the  prospect  or  customer  every  possible  courtesy  and  service,  to  deal 
with  the  "other  fellow"  in  a  fair,  square,  and  manly  way,  and  many,  or 
perhaps  all,  of  the  disagreeable  features  will  fade  away. 

(d)  When  the  order  is  from  a  new  customer. 

A  letter  longer  than  ordinary  is  written  to  the  customer  ordering 
goods  for  the  first  time.  Courtesy,  service,  and  the  quality  of  the  goods 
are  dwelt  upon,  that  the  new  customer,  inspired  with  a  feeling  of  con- 
fidence in  the  firm  and  its  products,  may  become  a  permanent  one.  For 
example : 

Dear  Sir: 

Your  order  of  November  10  has  just  arrived  and  we  thank 
you  for  it.  Because  this  is  the  first  business  we  have  received 
from  you,  we  are  glad  of  this  opportunity  to  add  your  name  to 
our  long  list  of  enthusiastic  dealers. 

Every  article  you  specify  is  in  stock.  The  order  will  go  for- 
ward by  American  Express  today.  The  sooner  you  get  these 
goods,  the  sooner  your  profits  will  come;  hence  we  are  shipping 
by  the  quickest  way. 

Your  first  order  for  Atlas  means  that  you  are  going  to  sell  a 
high  grade  product  for  a  firm  vitally  interested  in  making  3rour 
business  more  profitable.  We  have  found  that  the  best  way  to 
do  this  is  to  make  and  keep  for  you  hundreds  of  satisfied  cus- 
tomers. 

You  will  find  in  the  shipment  numerous  advertising  features, 
all  designed  to  help  you  sell  more  goods.  These  helps,  with  Atlas 
national  advertising,  which  is  built  right  around  the  dealer,  are 
sure  to  bring  you  new  customers  and  additional  business. 

What  we  want  to  do  is  to  help  you  sell  more  goods.     Our  en- 


LETTER  TO  A  NEW  CUSTOMER  369 

tire  sales  program  is  devoted  to  that  idea.     Let  us  make  your 
problems  our  problems. 

Write  us  when  you  are  in  need  of  more  goods.     It  will  be  a 
pleasure  to  discuss  your  selling  problems  with  you  at  any  time. 
A  second  letter  acknowledging  an  order  from  a  new  customer: 

Dear  Sir: 

Thanks  for  your  order  from  our  lubrication  oil  line.  Every 
precaution  has  been  taken  to  insure  its  reaching  you  in  the  short- 
est possible  time. 

You  are  now  buying  direct  from  our  big  Oil  Plant.  As  a  result, 
you  get  better  quality  and  service,  and  you  save  money  by  our 
direct  selling  methods.  The  price  you  pay  is  based  upon  actual 
factory  costs,  and  the  saving  to  you  is  a  mighty  big  one — one  you 
can  not  afford  to  overlook. 

m 

All  products  of  the  "Runrite"  brand  are  produced  for  some 
particular  purpose,  to  make  some  particular  machine  or  mechan- 
ism RUN  RIGHT.  We  want  to  make  it  plain  that  they  are  guar- 
anteed to  give  absolute  satisfaction.  They  must  make  good  or 
you  are  to  return  at  our  expense  the  unused  portion.  We  will 
refund  the  FULL  purchase  price  of  ALL  you  ordered. 

Your  continued  oil  business  is  greatly  desired.  So  that  we 
may  have  it,  you  will  be  kind  enough  to  insist  that  you  be  satisfied 
with  every  single  item  you  buy  from  us. 

"Runrite"  products  will  please  your  friends  as  well  as  they 
please  you,  and  any  word  of  commendation  to  them  will  be 
greatly  appreciated  by  us.  Remember  that  "Runrite"  makes 
things  RUN  RIGHT — any  time — anywhere — and  the  price  is 
rock-bottom. 

Your  future  orders  will  be  tended  to  very  carefully. 


CHAPTER  XXVIII 

ADJUSTMENT    LETTERS 
OUTLINE 

(I)   The  Adjustment  Letter  is  one  in  answer  to  a  complaint  of  a  dissatisfied 
customer.     It  is  fundamentally  a  sales  letter.     Its  purpose  is  to  ''re-sell" 

the  man  to  whom  goods  were  sold. 

(II)   In  writing  the  adjustment  letter,  emphasize   (particularly  at  the  begin- 
ning) pleasant  facts,  facts  that  show  what  you  can  do  to  assist  the  cus- 
tomer; give  as  little  emphasis  as  possible  to  unpleasant  facts,  facts  that 
show  what  you  can  not  do. 
(Ill)  Adjustment  letters  may  be  classified  as  follows: 

(a)  House  at  fault,  claim  granted. 

(b)  Customer  at  fault,  claim  granted. 

(c)  Customer  at  fault,  claim  refused. 

(d)  Fault  undetermined,  decision  withheld  pending  investigation. 

(e)  Fault  undetermined,  claim  granted  without  waiting  for  result  of 
investigation. 


CHAPTER  XXVIII 

ADJUSTMENT   LETTERS 

"No  matter  how  'down'  the  complainant  may  be,  the  one  handling  the  com- 
plaint is  a  cheerful  soul,  seeing  from  the  beginning  that  there  is  a  possible  solu- 
tion that  will  please  the  customer,  that  her  woes  are  to  be  relieved,  that  she  is 
to  be  put  in  the  right  frame  of  mind." — Evelyn  M.  Watson  in  "Printer's  Ink." 

"Remember,  a  letter  adjusting  a  complaint  of  a  customer  should  open  by 
agreeing  with  him  in  something.  It  might  agree  that  his  experience  must  have 
been  annoying,  or  express  confidence  that  a  satisfactory  adjustment  will  be  made, 
but  it  should  begin  with  some  sentence  that  brings  the  customer  and  the  house 
closer  together.  An  explanation  of  the  facts  should  follow;  then  the  conces- 
sion the  house  is  willing  to  make;  then  the  conclusion." — L.  A.  McQueen  in 
Bulletins  to  Goodrich  Correspondents. 


THE  Adjustment  Letter  is  one  in  answer  to  a  complaint  of  a  dissatis- 
fied customer.  The  goods,  perhaps,  miscarried,  or  came  to  hand 
in  a  damaged  condition,  or  the  trial  use  of  the  product  in  accordance 
with  your  instructions  failed  in  his  hands,  or  the  articles  of  merchan- 
dise received  did  not  tally  with  the  duplicate  of  the  shipping  order. 
He  may  have  reason  for  his  complaint,  or  his  grievance  may  be  purely 
an  imaginary  one.  He  may  be  at  fault — not  you.  He  may  make  a  de- 
mand for  adjustment,  utterly  unreasonable.  But  your  problem,  in  any 
case,  is  one  and  the  same,  namely:  to  re-establish  his  confidence  in  the 
product,  and  win  back  his  goodwill. 

The  Adjustment  Letter  fundamentally  is  a  sales  letter.  Its  real 
purpose  is  to  "re-sell"  the  man  to  whom  the  goods  were  sold,  and  thus 
to  re-create  a  feeling  of  business  confidence  that  paves  the  way  for  fu- 
ture sales. 

An  adjustment  letter  affords  the  efficient  correspondent  a  rare  op- 
portunity to  give  the  customer  a  striking  example  of  the  spirit  of 
courtesy,  and  of  the  spirit  of  fair  dealing,  and  of  the  spirit  of  service 
that  underlie  the  policy  of  the  firm.  Look  upon  this  matter,  in  the  light 

373 


374  ADJUSTMENT  LETTERS 

of  this  opportunity.  Make  certain  that  each  adjustment  letter  you 
write  has  positive  virtues  that  will  establish  business  friendships.  It  is 
not  enough  that  it  simply  have  the  purely  negative  virtue  of  silencing 
the  complainant.  You  yourself  should  never  write  in  the  heat  of 
temper;  should  never  show  exasperation  -over  the  unreasonableness  of 
the  claim.  Maintain  toward  the  complainant  the  positive  virtues  of 
patience,  calmness,  and  courtesy,  and  the  "unreasonable"  customer  will 
assume  a  like  attitude  toward  you. 

Do  not  interpret  this  as  meaning  to  grant  in  blanket  form  every  re- 
quest for  adjustment.  But,  at  all  times,  even  when  you  refuse  a  re- 
quest outright,  handle  the  facts  so  tactfully  and  so  courteously  that 
the  complainant  will  see  the  reasonableness  and  the  downright  fairness 
of  the  stand  you  take. 

Note  the  following  letter  written  by  an  angry  customer,  and  the  two 
letters  following  it,  illustrating  the  wrong  and  the  right  way  of  making 
a  reply  : 

Gentlemen : 

I  've  spent  the  last  week  explaining  to  at  least  a  dozen  of  my 
good  customers  that  I  'd  have  electros  on  hand  for  them  just  as 
soon  as  some  fool  in  your  office  woke  up  to  the  fact  that  I  placed 
my  order  for  them  on  November  3,  now  more  than  three  weeks 
ago.  I  Ve  waited  and  waited  for  this  order  to  come  through 
until  my  patience  is  just  about  out.  The  next  time  your  Mr. 
Allen  comes  in  here  asking  for  more  orders  and  druling  around 
about  L.  &  L.  service,  I  'm  going  to  kick  him  out. 

This  isn't  the  first  time  the  same  thing  has  happened;  last 
month  I  waited  and  waited  for  a  shipment  of  paint  to  come 
through,  and  by  the  time  it  got  here  most  of  my  orders  for  it 
had  gone  to  my  competitors. 

If  any  one  in  your  office  has  the  common  decency  to  look  out 
for  the  interests  of  your  customers,  will  he  tell  me  this:  HOW 
MUCH  LONGER  DO  I  HAVE  TO  KEEP  MY  CUSTOMERS 
WAITING  FOR  THOSE  ELECTROS?  You  bet,  after  this, 
I  'm  through  for  good  and  all  with  L.  &  L.  My  competitors  are 
getting  service  and  I  'm  going  to  get  it,  too. 
This  is  the  wrong  way  to  answer  the  above  complaint : 


TACT  IN  ADJUSTMENT  LETTERS  375 

Dear  Sir: 

Your  complaint  of  November  26  about  the  non-delivery  of  your 
electros  has  been  received. 

No,  we  're  not  all  fools  around  this  office.  As  a  matter  of  fact, 
we  're  looking  out  for  the  interests  of  our  customers  just  as  you 
are  for  yours. 

If  you  would  stop  to  think,  you  would  realize  that  local  manu- 
facturers can't  begin  to  keep  up  as  yet  with  the  post-war  demand 
made  upon  them.  They  're  filling  our  orders  just  as  quickly  as 
they  can,  and  they  're  not  filling  the  other  fellow 's  any  quicker. 

Now,  Mr.  Smith,  if  you  will  just  have  a  little  mortal  patience, 
we  '11  get  your  electros  to  you  as  soon  as  we  can.  You  're  in 
luck  to  get  them  at  all  under  present  conditions.  And  you  can't 
get  them  from  our  competitors  any  quicker  than  you  can  from 
us. 

This  is  the  right  way  to  answer  the  same  complaint : 

Dear  Sir: 

We  are  mighty  glad  you  wrote  us  concerning  the  non-delivery 
of  the  electros  ordered  on  November  3.  We  appreciate  your  de- 
sire to  serve  your  customers  promptly,  and  it  is  our  desire  to  co- 
operate with  you  in  every  possible  way  to  this  end. 

Thank  you  for  giving  us  this  opportunity  to  explain  the  situa- 
tion. 

At  the  close  of  the  war,  local  manufacturers  were  swamped 
with  orders  that  had  been  accumulating  during  the  four  years 
previous.  For  the  past  three  months,  they  have  been  unable  to 
handle  more  than  half  of  the  immense  number  of  orders  received. 
This  situation,  of  course,  has  made  immediate  delivery  of  orders 
an  impossibility.  We  are  inclosing  copies  of  letters  to  this  ef- 
fect from  three  of  the  biggest  manufacturing  concerns,  concerns 
that  manufacture  materials  for  our  competitors  as  well  as  for 
ourselves. 

Your  order  was  placed  for  manufacture  the  day  it  was  re- 
ceived. We  are  doing  everything  in  our  power  to  hurry  it  along, 
and  you  may  be  sure  that  just  as  soon  as  it  is  ready  we  shall  rush 


376  ADJUSTMENT  LETTERS 

it  forward  to  you.  We  shall  notify  you  by  wire  when  to  expect 
it,  so  that  you  in  turn  can  notify  your  customers. 

Meanwhile  we  shall  be  glad  to  have  you  show  them  the  letters 
from  the  three  manufacturing  concerns,  and,  if  you  desire,  this 
letter.  This  will  convince  them  of  the  necessity  for  delaj^. 

If  there  is  any  way  in  which  we  can  further  co-operate  with 
you,  Mr.  Smith,  do  not  hesitate  to  call  upon  us.  It  is  our  aim 
to  serve  you  to  the  very  best  of  our  ability. 

In  writing  an  adjustment  letter,  it  is  good  practice  to  emphasize  what 
you  can  offer  the  customer,  rather  than  what  you  cannot. 

In  the  following  letter,  the  fact  that  the  correspondent  cannot  allow 
the  claim  is  unduly  stressed ;  the  fact  that  he  can  offer  helpful  sugges- 
tions is  insufficiently  stressed : 

Dear  Sir: 

We  are  very  sorry  that  we  cannot  refund  you  the  purchase  price 
on  the  L.  &  L.  Electric  Sweeper  returned  to  us  for  inspection,  as 
requested  in  your  letter  of  August  9.  The  windings  of  this 
motor  show  signs  of  having  been  badly  burned  out,  no  doubt  be- 
cause you  used  220  volts,  instead  of  the  110  volts  specified  in  the 
set  of  instructions  given  you  when  you  purchased  the  sweeper. 

Our  records  show  that,  before  leaving  the  factory,  the  motor 
was  carefully  tested  and  found  to  be  in  the  best  of  condition. 
So  you,  not  we,  are  at  fault,  and  we  cannot  therefore  allow  your 
claim. 

If  you  wish,  however,  we  can  replace  the  damaged  motor  with 
a  220  volt  motor,  charging  you  just  the  cost  to  us,  namely,  $6. 
Let  us  know  if  this  arrangement  is  not  satisfactory  to  you. 

A  similar  letter  written  with  the  emphasis  upon  what  the  firm  can  do 
reads  as  follows: 

Dear  Sir : 

Thank  you  for  returning  your  ammeter  for  examination  by 
one  of  our  engineers. 

We  fully  appreciate  that  the  service  you  received  was  some- 
what disappointing.  In  addition  to  directing  your  attention  to 


PAMPHLETS  PROVE  EFFECTIVE  377 

the  inclosed  booklet  on  "Common  Causes  of  Ammeter  Trouble," 
may  we  explain  just  what  caused  the  unsatisfactory  service  you 
received  from  this  particular  instrument  ? 

As  you  doubtless  know,  there  are  two  distinct  types  of  electric 
current — the  alternating  and  direct.  An  ammeter  that  is  de- 
signed for  use  with  direct  current  cannot  be  used  on  an  alternat- 
ing system. 

This  explains  the  difficulty  you  experienced.  However,  the  in- 
jury is  so  slight  that  it  can  easily  be  repaired.  In  view  of  the 
small  service  you  received,  we  shall  gladly  do  the  work  at  cost, 
namely :  $6. 

The  job  will  be  fully  guaranteed  and  we  are  sure  the  repaired 
ammeter  will  give  you  first  class  service — the  kind  for  which  all 
Volta  products  are  famous.  May  we  have  your  instructions  to 
proceed  with  the  work? 

Whenever  possible,  follow  the  example  set  in  the  above  letter,  and 
mail  to  the  customer  such  booklets  of  instruction,  or  pamphlets,  as  will 
assist  in  showing  him  the  way  out  of  his  difficulty. 

Since  an  adjustment  letter  has  to  do  with  facts  that  in  themselves 
are  annoying  and  disagreeable,  it  is  of  the  utmost  importance  that  the 
tone  of  the  beginning  sentence  be  a  cheerful  one: 

Your  prompt  notification  of  the  non-arrival  of  the  furniture 
gives  us  the  opportunity  to  straighten  out  the  matter  without  any 
unnecessary  delay. 

Do  not  impress  upon  the  customer  unduly  the  disagreeable  features 
of  the  situation,  as  in  the  last  sentence  of  the  following  paragraph,  stress- 
ing a  disagreeable  fact  already  known  to  the  customer : 

We  received  this  morning  the  bicycle  returned  to  us  for  in- 
spection. Your  letter  of  March  3,  states  that  you  believe  the 
tire  was  defective  and  that  therefore  you  are  entitled  to  receive 
your  money  back. 


Or: 


We  are  sorry  to  hear  that  your  opinion  of  the  Redfern  Bicycle 
Co.  has  been  lowered  to  the  extent  stated  in  your  letter. 


378  ADJUSTMENT  LETTERS 

Adjustment  Letters  distribute  themselves  into  five  general  classes: 

(1)  House  at  fault,  claim  granted. 

(2)  Customer  at  fault,  claim  granted. 

(3)  Customer  at  fault,  claim  refused. 

(4)  Fault  undetermined,  decision  withheld  pending  investigation. 

(5)  Fault  undetermined,  claim  granted  without  waiting  for  re- 
sults of  investigation. 

(1)   House  at  fault,  claim  granted. 

If  the  house  is  at  fault,  be  frank ;  admit  the  error  and  then  rectify  it 
without  delay.     For  example: 

Dear  Sir: 

AVe  are  glad  you  notified  us  promptly  that  the  rocker  which  we 
shipped  you  on  July  8  reached  you  in  damaged  condition.  You 
are  perfectly  justified  in  your  request  that  we  make  good  the 
damage. 

The  following  repairs  will  be  shipped  to  you  at  once,  charges 
prepaid,  by  parcel  post: 

one  pair  of  runners  for  rocker  D1672 

Our  refund  check  for  50  cents  is  inclosed  as  an  allowance  to 
cover  any  expense  there  may  be  in  placing  the  runner  in  service- 
able shape.  It  is  our  desire  that  the  purchase  give  you  the  best 
of  service  for  years  to  come. 

Evidently  the  error  was  made  by  an  inspector  in  our  shipping 
department,  since  you  say  the  wooden  crate  was  unbroken  in  ship- 
ment. In  the  interests  of  our  customers,  we  have  adopted  a  strict 
ruling  that  every  package  that  goes  out  must  be  checked  on  an 
inspector's  record.  You  will  realize,  however,  that  among  thou- 
sands of  packages  outgoing  every  hour,  one  not  in  perfect  condi- 
tion might  escape  the  scrutiny  of  the  inspector  at  rare  intervals, 
in  spite  of  every  precaution. 

We  are  mighty  sorry  this  did  occur  in  your  case.  You  may 
be  sure  that  we  shall  do  everything  in  our  power  to  see  that  it 
does  not  occur  again. 

The  following  elements  contained  in  adjustment  letters  of  all  types 
are  examplified  in  the  above  letter: 


ELEMENTS  OF  ADJUSTMENT  LETTERS  379 

(1)  Beginning:  "get  in  step  with  the  customer"  by  an  expres- 
sion of  courtesy,  agreement,  or  understanding  that  will  bind 
the  customer  and  the  house  more  closely  together. 

(2)  Statement  of  action  house  is  going  to  take,  that  is,  as  to 
whether  claim  is  granted  in  whole  or  in  part,  is  refused,  or  is 
to  be  investigated. 

(3)  Explanation  of  reasons  for  the  action  of  the  house. 

(4)  Clincher:  statement  of  house's  attitude  toward  customers  in 
dealing  with  a  difficulty  of  this  sort,  aimed  at  convincing  cus- 
tomer that  the  house  has  his  interests  at  heart. 

Note  in  the  above  letter  the  application  of  these  elements,  as  fol- 
lows : 

Beginning:  "get  in  step  with  the  customer." 
"We  are  glad  you  notified  us  promptly  that  the  rocker  which 
we  shipped  you  on  July  8  reached  you  in  a  damaged  condition. ' ' 

Statement  of  action  house  is  going  to  take : 

"The  following  repairs  will  be  shipped  to  you  at  once,  charges 
prepaid,  by  parcel  post : 

"one  pair  of  runners  for  rocker,  D1672 
"Our  refund  check  for  50  cents,  etc." 

Note  that  the  customer  is  told  that  his  .claim  is  granted  in  full,  and 
that  he  is  given  specific  details  as  to  just  how  and  when  the  adjustment 
is  to  be  made.  Since  this  is  a  fact  pleasing  to  the  customer,  it  is  brought 
in  early  in  the  letter,  rather  than  being  withheld  until  the  cause  of  the 
difficulty  has  been  explained.  The  correspondent  makes  it  clear  that 
the  claim  is  granted  willingly. 

Explanation  of  reasons  for  action  of  the  house. 

"Evidently  the  error  was  made  by  an  inspector  in  our  shipping 
department,  since  you  say  the  wooden  crate  was  unbroken  in  ship- 
ment. In  the  interests  of  our  customers,  we  have  adopted  a  strict 
ruling  that  every  package  that  goes  out  must  be  checked  on  an 


380  ADJUSTMENT  LETTERS 

inspector's  record.     You  will  realize,  however,  that  among  thou- 
sands of  packages  outgoing  every  hour,  etc." 

Note  that  the  correspondent  admits  frankly  the  error  which  causes 
him  to  grant  the  claim  in  full ;  he  tells  the  customer  exactly  wherein  the 
house  is  at  fault.  He  then  impresses  upon  the  customer,  however,  that 
such  errors  are  the  exception  rather  than  the  rule,  and  that  the  house 
takes  every  precaution  to  guard  against  them. 

Clincher:  statement  of  house's  attitude  toward  customers. 

"We  a're  mighty  sorry  this  did  occur  in  your  case.  You  may 
be  sure  that  we  shall  do  everything  in  our  power  to  see  that  it 
does  not  occur  again." 

Howsoever  high  the  standard  of  workmanship,  and  howsoever  rigid 
the  system  of  factory  inspection,  defects  will  develop  now  and  then  in 
the  manufactured  product.  AVhen  the  customer  returns  such  a  product, 
frankly  admit  its  defects,  and  at  once  make  it  good.  To  act  frankly 
and  openly  is  the  attitude  of  fair-dealing:  to  excuse  and  explain  is  the 
habit  of  insincerity.  This  situation  is  handled  effectively  in  the  fol- 
lowing letter: 

Dear  Sir: 

We  find  the  pen  you  wrote  us  about  on  May  18  is  not  up  to  our 
standard,  and  you  have  done  us  a  real  favor  in  returning  it. 

A  new  pen  which  has  been  carefully  tested  and  packed  will  go 
forward  to  you  by  mail  at  once.  It  should  reach  you  about  the 
same  time  as  this  letter. 

We  regret  the  annoyance  that  it  has  caused  you,  but  we  are 
glad  to  take  advantage  of  this  opportunity  to  make  things  right. 

While  admitting  full  respousibilty  for  errors  and  showing  willing- 
ness to  make  prompt  adjustment,  the  efficient  correspondent  will  in  every 
legitimate  way  protect  the  house  from  unnecessary  expense.  The  follow- 
ing letter  shows  too  little  regard  for  the  interests  of  the  house : 

Dear  Sir : 

Thank  you  for  notifying  us  in  your  letter  of  June  6  that  our 
last  shipment  to  you,  invoice  1682,  consisted  of  pints,  instead  of 


HOUSE  SHOULD  BE  PROTECTED         381 

quarts,  of  Maroon  and  Light  Brown  Floor  Paint.  W.e  have  a 
strict  ruling  that  each  order  be  carefully  checked  before  leaving 
the  shipping  room,  but  this  is  apparently  one  of  those  annoying 
mistakes  that  occur  in  spite  of  every  precaution  we  can  take. 
We  are  indeed  sorry  that  you  have  been  put  to  this  inconvenience. 

We  are  filling  the  order  correctly  and  shall  send  it  forward 
by  Southern  Pacific  today,  so  that  there  will  be  the  least  possible 
delay. 

Please  return  the  other  shipment  to  us  by  freight  collect.  We 
shall  promptly  issue  credit  for  it. 

In  the  interests  of  the  house  and  without  detriment  to  the  customer, 
the  letter  is  better  written  in  this  wise : 

Dear  Sir : 

Thank  you  for  notifying  us  in  your  letter  of  June  6  that  our 
last  shipment  to  you,  invoice  1862,  consisted  of  pints,  instead  of 
quarts,  of  Maroon  and  Light  Brown  Floor  Paint.  We  have  a 
strict  rule  that  each  order  be  carefully  checked  before  leaving  the 
shipping  room,  but  this  apparently  is  one  of  those  annoying  mis- 
takes that  occur  in  spite  of  every  precaution.  We  are  indeed 
sorry  that  you  have  been  put  to  this  inconvenience. 

We  realize  from  your  letter  that  you  are  anxious  to  meet  the 
needs  of  your  customers  with  the  least  possible  delay.  Probably 
the  best  plan  to  this  end,  is  to  go  ahead  and  sell  to  them  two  pints, 
when  they  ask  for  a  quart,  and  thus  clean  up  the  stock  on  hand. 
Just  charge  the  price  you  ordinarily  do  for  a  quart,  and  we  shall 
gladly  make  up  the  difference  to  you.  In  this  way,  you  can  begin 
selling  the  paint  at  once. 

But  remember  that  if  for  any  reason  you  desire  to  wait  to  have 
the  original  order  filled,  we  stand  ready  to  pay  freight  charges, 
and  grant  you  full  credit,  on  the  returned  shipment.  We  want 
to  serve  you  to  the  very  best  of  our  ability. 

(2)   Customer  at  fault,  claim  granted. 

This  involves  a  concession  on  the  part  of  the  house.  It  amounts  to 
a  special  trade  favor.  As  such,  the  correspondent  should  capitalize  on 
it,  as  an  earnest  of  the  courteous  treatment  and  of  the  superior  service 
that  is  characteristic  of  the  dealings  of  the  firm.  The  concession  should 


382  ADJUSTMENT  LETTERS 

be  extended  in  a  straightforward  manner  so  as  not  to  cause  the  customer 
to  feel  he  is  receiving  more  than  is  his  due.  No  one  cares  to  be  re- 
garded in  the  light  of  "a  deserving  but  needy  object  of  charity."  The 
following  type  of  letter  is  not  diplomatic : 

Dear  Sir: 

It  is  your  fault,  or  at  least  of  some  one  in  your  office,  that  the 
melons  we  shipped  you  on  June  8  did  not  reach  your  place  in  the 
best  of  condition.  We  have  traced  the  shipment  and  find  that 
it  was  left  in  the  warehouse  for  five  days  before  your  wagon 
called  for  it.  Under  such  conditions  of  course  it  is  to  be  expected 
that  the  melons  would  not  please  your  customers. 

We  can't  see  where  you  are  entitled  to  a  refund  of  any  sort  on 
the  melons  that  were  spoiled,  but  in  this  case  we  are  going  to 
make  an  exception.  We  '11  allow  you  a  20  per  cent  discount 
on  the  order,  and  we  consider  this  a  mighty  fair  offer  under  the 
circumstances. 

The  next  time  we  ship  you  high  grade  melons,  you  will  have 
better  luck  if  you  instruct  your  delivery  boy  to  call  for  them 
promptly.  We  always  let  you  know  in  plenty  of  time  when  to 
expect  them.  You  can  always  count  on  us  doing  our  part. 

The  beginning  of  the  letter  is  abrupt  and  not  pleasing  in  tone.  The 
letter  goes  on  to  magnify  the  customer's  error:  the  concession  is  granted 
grudgingly.  Its  last  paragraph  addresses  the  customer  as  though  he 
were  a  small  boy  meriting  a  curtain  lecture:  the  attitude  of  the  firm 
throughout  is  one  of  condescension  and  superiority.  The  difficulty  with 
the  letter  is  that  the  correspondent  takes  up  the  adjustment  from  the 
house's  standpoint  and  not  from  the  customer's. 

The  following  type  of  letter  is  diplomatic: 

Dear  Sir: 

We  are  glad,  in  answering  your  letter  of  November  6,  to  ex- 
plain why  the  Alcott  canned  goods  you  received  October  30  are 
not  of  the  brand  you  intended.  The  inclosed  duplicate  shows  that 
the  Alcott  brand  was  specified.  Some  one  in  your  office  must 
have  inadvertently  entered  the  wrong  brand  on  the  order  sheet. 

You  will  find  the  Alcott  brand  of  the  very  same  high  quality 
as  the  D'Oro  brand,  which  you  have  been  selling.  But  you 


ANALYSIS  OF  ADJUSTMENT  LETTER  383 

know  best  what  will  please  your  customers,  and  if  the  Alcott 
brand  does  not  meet  your  needs  we  shall  gladly  make  an  ex- 
change. 

We  want  to  do  everything  in  our  power  to  give  our  customers 
complete  satisfaction.  A  dissatisfied  customer,  we  feel,  is  a  greater 
loss  than  many  times  the  small  extra  cost  of  shipment  charges. 

Consider  in  the  above  letter  the  application  of  the  elements  common 
to  adjustment  letters  of  all  types: 

Beginning:  "get  in  step  with  customer." 

This  is  effected  in  the  first  sentence  by  the  expression  of 
courtesy. 

.  Statement  of  action  house  is  going  to  take. 

It  is  often  advisable,  as  in  this  case,  to  explain  the  circum- 
stances responsible  for  the  error  before  telling  definitely  what  ac- 
tion the  house  is  going  to  take.  The  customer  first  learns  that  it 
is  he  who  is  in  error.  Once  realizing  this,  he  is  certain  to  be 
strongly  impressed  by  a  straightforward,  ungrudging  statement  of 
the  concession  of  the  house. 

Explanation  of  reasons  for  action  of  the  house. 

The  reason  for  the  action  of  the  house  lies  in  the  house's  desire 
to  satisfy  completely  its  customers.  The  tone  of  the  letter  as  a 
whole  makes  evident  this  desire. 

Clincher:  statement  of  the  house's  attitude  toward  customers. 

This  element  concerns  the  same  point  as  does  the  preceding  ele- 
ment :  the  house 's  desire  to  satisfy  completely  its  customers.  The 
point  properly  is  emphasized  in  the  final  paragraph.  One  impor- 
tant result  of  emphasizing  this  point  is  that  the  house  is  thus  able 
to  make  capital  out  of  its-  concession. 

Note  that,  in  explaining  the  circumstances  responsible  for  the  error, 
the  correspondent  makes  reference  to  the  records  on  hand,  thus  leaving 
no  doubt  in  the  customer's  mind  as  to  who  made  the  mistake.  The  cor- 
respondent then  minimizes  the  customer's  error  by  saying  ''Someone 


384  ADJUSTMENT  LETTERS 

in  your  store  must  have  inadvertently  entered  the  wrong  brand  on  the 
order  sheet."  It  is  never  advisable  to  magnify  a  customer's  error;  no 
man  likes  to  be  impressed  with  the  fact  that  he  has  made  a  serious,  fool- 
hardy mistake.  At  the  same  time  the  customer  must  be  made  clearly  to 
realize  that  the  mistake  rests  with  him. 

When  the  claim  of  a  customer  who  is  at  fault  is  granted  only  in 
part,  the  concession  made  by  the  house  is  naturally  not  so  great  as  when 
the  claim  is  granted  in  full.  Nevertheless  it  is  a  concession  and  as  such  it 
should  be  capitalized.  In  writing  the  following  letter,  the  correspondent 
failed  to  capitalize  on  his  concession.  He  contented  himself  with  prov- 
ing that  the  customer  was  in  the  wrong.  The  letter  is  as  follows : 

We  have  your  letter  asking  us  to  allow  you  to  return  a  ship- 
ment of  oil  stain,  on  the  ground  that  we  were  so  slow  in  shipping 
it  that  it  arrived  too  late  to  do  any  good. 

Inasmuch  as  we  made  shipment  on  the  same  day  your  order  was 
received,  we  took  up  the  .matter  with  the  Railroad  Co.  They  state 
that  the  shipment  arrived  at  Urbana  on  January  6  and  was  de- 
livered January  12.  They  further  state  that  the  0.  X.  A.  Trans- 
fer Co.  have  drayman's  orders  to  haul  your  goods  and  that  the 
cause  of  the  non-delivery  was  due  to  the  transfer  people  neglect- 
ing to  take  the  shipment  out  of  the  freight  yards. 

It  would  n  't  be  worth  our  while  to  pay  freight  to  Chicago  on 
the  shipment,  so  keep  it  on  hand  and  sell  it  as  you  can.  We  '11 
extend  credit  on  it  to  June  1,  by  which  time  you  no  doubt  will 
have  disposed  of  it. 

It  seems  to  me,  Mr.  Brown,  that  this  is  a  mighty  careless  outfit 
that  is  handling  your  freight.  Next  time,  why  not  check  up  on 
them  before  you  write  a  letter  laying  the  blame  on  us  ? 

The  letter  was  rewritten  properly,  as  follows : 

Dear  Sir : 

Thank  you  for  notifying  us  in  your  letter  of  January  18  that 
the  shipment  of  oil  stain  ordered  from  us  reached  you  too  late  to 
meet  the  demands  of  your  trade. 

The  letter  from  the  Railroad  Co.  which  we  are  inclosing  shows 
that  the  shipment  was  delivered  to  them  here  on  January  6,  the 


CUSTOMER  AT  FAULT  385 

day  we  received  the  order,  and  that  it  reached  Urbana  January  8. 
The  letter  also  makes  it  clear  that  the  0.  X.  A.  Transfer  Co.,  who 
have  drayman's  orders  to  haul  your  goods,  neglected  to  take  the 
shipment  out  of  the  freight  yards  until  January  14.  Evidently 
your  delay  in  receiving  the  goods  was  due  to  them. 

While  the  error  was  not  made  at  our  end  of  the  line,  we  want 
to  do  everything  we  can  to  help  straighten  out  the  difficulty.  To 
this  end,  we  can  arrange  to  extend  credit  on  the  goods  until  June 
1.  That  will  give  you  plenty  of  time  to  dispose  of  them. 

We  are  glad  to  have  had  this  opportunity  of  locating  the  diffi- 
culty for  you,  because  we  feel  that  it  will  eliminate  any  possi- 
bility of  troublesome  delays  in  your  receiving  future  orders  from 
us.  Our  aim  is  not  to  limit  our  service  to  just  "what  the  letter 
of  the  law  demands, ' '  but  to  lend  you  every  possible  assistance  in 
developing  and  holding  a  highly  prosperous  business. 

(3)   Customer  at  fault,  claim  refused. 

The  customer  being  at  fault  and  his  claim  refused,  make  it  apparent 
to  him  in  your  explanation  that  the  action  of  the  house  is  fair  and  rea- 
sonable. Show  him  that  you  realize  how  he  feels  about  it  and  that  you 
are  trying  to  look  at  the  matter  from  his  viewpoint;  that  you  desire  to 
be  fair,  and  to  keep  his  interests  in  view,  in  the  hope,  even,  that  the  re- 
fusal may  in  the  end  work  a  net  gain  to  him.  Convince  him  not  that 
he  is  unreasonable,  but  that  you  are  fair.  This  will  incline  him  to  be 
fair  with  you.  And  emphasize  always  the  pleasant  facts,  those  that  show 
what  you  can  do  for  him,  and  not  those  that  show  what  you  can  not  do. 

The  following  letter  refusing  a  claim  is  undiplomatic  in  the  ex- 
treme : 

Dear  Sir: 

We  are  surprised  that  you  would  write  to  ask  us  for  a  10  per 
cent  cash  discount  on  your  order  for  D'Oro  canned  fruits.  Just 
because  you  have  been  handling  the  El  Gordo  brand,  on  a  basis 
of  10  per  cent  discount  for  c&sh,  is  no  reason  why  you  should 
expect  to  handle  the  D  'Oro  brand  in  the  same  way. 

In  the  first  place,  the  D'Oro  products  cost  you  very  little  more 
than  the  other  brand.  And  yet  you  sell  them  for  from  five  to  ten 
cents  more  a  ean,  because  your  customers  know  their  flavor  is 


386  ADJUSTMENT  LETTERS 

superior,  that  they  are  the  very  choicest  selection  of  fruits  that 
southern  California  can  produce. 

If  you  'd  stop  to  think  a  minute,  you  'd  realize  that  the  D  'Oro 
fruits  must  cost  us  more  than  the  other  brands  cost  the  other 
fellow,  and  that  the  only  way  we  can  allow  you  as  high  a  profit 
on  them  as  we  do  is  by  eliminating  all  cash  discounts.  At  the 
same  time  we  keep  our  credit  losses  at  a  negligible  figure  by  deal- 
ing only  with  merchants  of  high  credit  rating. 

Put  the  D'Oro  fruits  on  your  shelves  and  see  if  they  don't  put 
more  money  in  your  pocket  than  any  brand  you  've  been  handling. 
We  want  to  be  of  every  possible  service  to  you,  but  we  certainly 
can't  see  our  way  clear  to  allowing  you  more  profit  when  the 
profit  you  're  making  now  is  greater  than  you  make  on  other 
lines. 

The  above  letter  shows  the  mistake  of  trying  to  prove  that  the  cus- 
tomer is  unreasonable,  rather  than  trying  to  show  him  that  the  house 
wants  to  be  fair.  Here  is  a  letter  emphasizing  the  fairness  of  the  house. 
The  explanation  develops  from  the  customer's  viewpoint  and  is  directly 
in  line  with  his  interests.  It  shows  him  that  in  the  long  run  the  refusal 
of  the  claim  actually  means  a  net  gain  to  him : 

Dear  Sir : 

We  understand  how  you  feel  about  expecting  a  10  per  cent  cash 
discount  on  your  order  for  D'Oro  canned  fruits.  You  have  been 
handling  the  El  Gordo  brand,  on  a  basis  of  10  per  cent  discount 
for  cash.  This  is  your  first  order  for  D'Oro.  Naturally  you  ex- 
pect the  same  discount  to  apply. 

We  are  glad  of  this  opportunity  to  explain  the  situation. 

D'Oro  fruit  products  cost  you  just  a  little  more  a  case  than 
the  El  Gordo  brand.  And  yet  you  are  able  to  sell  D'Oro  for 
from  five  to  ten  cents  more  a  can.  Why?  Because  the  D'Oro 
brand  is  a  selection  of  the  choicest  fruits  that  southern  California 
can  produce.  Ask  your  customers  if  the  flavor  is  not  far  and 
away  superior  to  that  of  any  other  brand.  Other  grocers,  upon 
applying  this  test,  find  almost  invariably  that  their  customers 
prefer  D'Oro. 

Under  such  circumstances,  the  D'Oro  fruits  must  cost  us  more 


ANALYSIS  OF  ADJUSTMENT  LETTER  387 

than  the  other  brands  cost  our  competitors.  As  a  matter  of  fact, 
they  do.  The  only  way  we  keep  the  prices  down,  and  the  dealer's 
profits  up,  is  to  do  business  o-nly  with  dealers,  like  yourself,  of  the 
highest  credit  rating,  and  to  fix  one  price  for  all — 60  days,  or  a 
small  cash  discount  for  immediate  payment.  We  do  not  have  to 
put  a  premium  on  cash  payments,  as  our  credit  losses  are  negli- 
gible. 

The  point  is  this :  if  we  allowed  the  10  per  cent  cash  discount 
to  dealers,  we  should  have  to  advance  our  prices  accordingly. 
We  know  that  you  would  not  want  us,  in  your  case,  to  make  an 
exception  to  our  general  rule. 

Once  you  have1  given  D'Oro  a  trial,  it  will  mean  for  you,  as  it 
has  meant  for  scores  of  other  dealers,  more  profits  and  better  sat- 
isfied customers.  You  will  find  that  our  national  advertising 
campaign  has  backed  up  "superior  flavor"  in  creating  a  big  de- 
mand that  means  dollars  to  you. 

Let  us  hear  from  you  at  any  time  we  can  be  of  service.  Our 
effort  always  is  to  give  you  high  quality  goods,  for  which  there 
is  a  ready  demand,  at  the  lowest  possible  prices. 

The  letter  just  quoted  ean  be  analyzed  as  follows: 

Beginning:  "Get  in  step  with  customer."  The  effect  of  the 
first  paragraph  is  to  make  the  customer  feel  that  the  house  under- 
stands his  difficulty  and  is  in  sympathy  with  him. 

Statement  of  action  house  is  going  to  take.  Since  the  statement 
of  action  in  this  type  of  letter  has  to  do  with  facts  which,  stated  at 
the  outset,  would  be  disagreeable,  the  statement  is  not  brought 
out  until  near  the  end  of  the  letter,  not  until  the  customer  has  been 
prepared  to  see  that  the  action  of  the  house  is  fair  and  just. 

Explanation  of  reason  for  house's  action.  This  is  taken  up 
from  the  customer's  viewpoint  and  makes  clear  that  in  the  long 
run  the  house's  refusal  means  a  net  gain  to  him. 

Clincher:  Statement  of  house's  attitude  toward  customers. 
This  is  set  forth  in  the  final  paragraph :  ' '  Our  effort  always  is  to 
give  you  high  quality  goods,  for  which  there  is  a  ready  demand, 
at  the  lowest  possible  prices."  Note  that  the  central  argument, 
or  selling  point — "D'Oro  will  mean  increased  profits  for  you — "  is 


388  .  ADJUSTMENT  LETTERS 

summed  up  in  the  clincher.  Such  a  summing  up  is  always  effec- 
tive when  your  effort  to  bring  the  reader  around  to  your  way  of 
thinking  is  made  by  the  use  of  argument. 

In  letters  refusing  a  claim,  it  is  possible  now  and  then  to  suggest  a 
simple  solution  of  the  customer 's  difficulty.  For  example : 

Dear  Madam : 

Your  direct  letter,  telling  us  of  the  trouble  you  have  had  with 
the  " smokeless"  fry  pan,  merits  prompt  reply.  We  are  glad 
you  have  written  us  so  frankly  and  in  such  detail. 

This  is  a  difficulty  seldom  reported,  but  we  are  pleased  to  have 
your  letter  so  we  may  clear  up  the  matter  to  your  entire  satis- 
faction. 

The  pan  you  have,  No.  40,  is  made  of  sheet  iron,  commonly 
called  Russian  Iron.  Hence  it  is  subject  to  the  action  of  the 
atmosphere,  as  is  any  utensil  made  of  this  metal.  Moisture  affects 
all  such  metals ;  drip  pans,  too,  would  be  subject  to  rust  if  exposed. 

Clean  the  fry  pan  very,  very  thoroughly,  freeing  it  from  rust. 
Put  on  a  coating  of  oil,  lard,  or  other  saltless  grease,  when  the  pan 
is  not  in  use,  until  such  coating  forms  a  permanent  film,  worked 
into  the  very  pores  of  the  metal. 

You  might  return  your  Russian  Iron  utensil,  pay  the  small  dif- 
ference in  price,  and  receive  a  pan  with  a  more  desirable  finish. 
But  the  Russian  Iron  "smokeless"  fry  pan,  cleaned  of  rust,  and 
oiled  when  not  in  use,  will,  after  a  few  treatments,  prove  just  as 
satisfactory  as  the  enamelled  pan.  Russian  Iron  utensils  hold 
the  heat  and  are  excellent  for  frying  purposes. 

Note  in  the  above  letter  that  what  the  house  can  do — i.e.,  can  offer 
a  remedy — is  emphasized,  and  no  emphasis  at  all  is  given  to  what  the 
house  can  not  do — i.e.,  can  not  grant  the  claim. 

Make  a  practice  of  explaining  in  definite  detail  such  circumstances  as 
show  that  the  fault  lies  with  the  customer  and  not  with  the  house.  It  is 
not  enough  to  say : 

Our  examination  shows  that  the  break  in  the  tire  you  returned 
is  due  to  a  stone  bruise,  and  not  to  a  defect  in  the  tire.     As  the  tire 


DETAILED  EXPLANATION  CALLED  FOR      389 

seems  otherwise  to  be  in  good  condition,  it  can  be  resectioned  at  a 
cost  of  two  dollars  and  seventy-five  cents. 

It  takes  more  than  this  slight  evidence  to  convince  the  customer  that 
he  is  in  the  wrong.  The  following  detailed  explanation  is  more  con- 
vincing : 

We  are  very  glad  you  sent  in  your  30  x  31/2  Clincher  Plain  Tire, 
because  after  looking  it  over  carefully,  we  find  certain  conditions 
we  want  to  call  your  attention  to. 

The  diagonal  break  you  noticed  on  the  inside  of  the  tire  is  the 
telltale  mark  of  an  injury  from  the  outside,  such  as  a  stone  bruise. 
The  tire  is  dented  in,  breaking  the  innermost  plies  of  the  fabric. 
With  the  natural  bending  and  flexing  of  the  tire  with  each  revolu- 
tion of  the  wheel,  a  hole  is  gradually  worn  to  the  outer  casing. 
The  spot  soon  becomes  too  weak  to  sustain  the  air  pressure  within 
Then  a  blowout  occurs. 

Your  tire  must  have  been  improperly  inflated.  You  can  readily 
see  why  this  is  so.  A  tire  that  is  fully  inflated  is  not  easily  dented 
in.  In  fact,  it  takes  a  most  severe  blow  to  break  the  fabric  when 
the  tire  is  inflated  to  its  proper  pressure. 

We  are  inclosing  two  service  bulletins  which  tell  you  just  how 
this  tire  condition  is  brought  about  and  how,  by  maintaining  proper 
air  pressure,  it  can  be  avoided. 

As  the  tire  seems  otherwise  to  be  in  good  condition,  it  can  be 
re-sectioned  at  a  cost  of  two  dollars  and  seventy-five  cents.  This 
would  be  the  most  economical  way  of  handling  the  matter.  As 
the  tire  still  has  considerable  service  in  it,  we  feel  that  repairing 
it  would  be  worth  while.  Of  course  we  guarantee  all  of  our  repair 
work. 

When  the  adjustment  letter  is  largely  a  master  of  figures,  make  cer- 
tain that  the  figures  you  employ  are  presented  in  so  clear  a  way  as  to 
enable  the  customer  to  see-  at  a  glance  precisely  where  he  made  his  mis- 
take. 

Dear  Sir : 

In  your  remittance  of  March  9  covering  invoice  of  Febru- 


390  ADJUSTMENT  LETTERS 

ary  1  for  $25.65  you  sent  us  a  check  for $23.01 

Cash  discount 1.21 

Credit  Memo  #143. .  1.43 


$25.65 

In  your  remittance  of  September  20  you  sent  us  a  check  for. $4. 50 

Deduct  cash  discount 25 

and  Credit  Memo  #143..  1.43 


$6.18 

You  see  you  used  the  credit  memorandum  on  March  9  and  then 
used  it  a  second  time  on  September  20. 

The  cash  discount  is  given  as  a  premium  for  payment  on  the 
tenth  of  the  month,  and  it  would  not  be  fair  to  those  customers 
who  do  remit  before  the  expiration  of  the  discount  rate,  to  give  a 
longer  time  to  others. 

W!e  return  your  check  for  $4.50  and  if  you  find  we  are  correct 
please  send  a  new  check  for  $6.18. 

(4)   Fault  undetermined,  decision  withheld  pending  investigation. 

Investigation  to  determine  where  the  error  lies  may  be  necessary 
before  a  claim  can  be  adjusted.  In  such  case,  write  at  once  a  brief  letter, 
as  follows : 

Dear  Sir: 

We  appreciate  your  letter  of  August  6,  giving  us  prompt  notifi- 
cation that  your  shipment  of  furniture  has  been  delayed;  it  will 
enable  us  to  straighten  out  matters  without  unnecessary  loss  of 
time. 

Our  records  show  that  the  goods  left  our  shipping  room  July 
27  and  should  have  reached  you  August  2.  We  are  therefore 
tracing  the  shipment. 

Just  as  soon  as  we  can  determine  the  cause  of  delay,  we  shall 
write  you  again.  You  may  be  sure  tha>t  we  shall  do  everything 
we  can  to  minimize  the  inconvenience  to  you. 

A  letter  of  the  above  sort  must : 


ANALYSIS  OF  ADJUSTMENT  LETTER  391 

Beginning:  "get  in  step  with  the  customer." 
Express  courtes}^. 

Statement  of  action  house  is  going  to  take. 

Explain  that  prompt  investigation  has  been  ordered  and  that 
customer  will  be  notified  as  soon  as  result  is  known. 

Explanation  of  reasons  for  house 's  action. 

While  you  can  not  give  a  full  explanation  of  the  cause  of  the 
delay,  give  as  much  information  as  you  have  on  hand. 

Clincher :  statement  of  house 's  attitude  toward  customers. 

Express  your  willingness  to  cooperate  in  every  way  possible  to- 
ward minimizing  the  inconvenience  to  the  customer. 

(5)  Fault  undetermined,  claim  granted  without  waiting  for  results 
of  investigation. 

A  house  may  make  a  practice  of  allowing  all  claims  for  adjustment, 
regardless  as  to  where  the  fault  lies.  Its  first  concern  is  to  make  good 
the  claim,  then  fix  the  responsibility.  The  resultant  expense  is  charged 
to  advertising.  An  example  follows : 

Dear  Sir : 

Since  your  furniture  arrived  in  a  damaged  condition,  we  are 
glad  to  refund  your  money.  Thank  you  very  much  for  promptly 
notifying  us.  Our  check  is  inclosed. 

Just  leave  in  the  hands  of  the  transportation  company  the  ship- 
ment you  refused  to  accept.  We  shall  take  up  directly  with  the 
company  the  matter  of  adjustment.  We  certainly  do  not  want  you 
to  be  inconvenienced  unnecessarily. 

If  you  are  still  in  need  of  furniture,  we  shall  welcome  an  oppor- 
tunity to  make  good  on  this  order.  Accidents  of  this  kind  rarely 
occur  and  we  are  confident  that  we  can  get  a  duplicate  shipment 
to  you  in  perfect  condition. 

In  concluding  our  study  of  adjustment  letters,  we  shall  consider, 
one  by  one,  the  following  topics : 

(1)  Adjustment  letters  of  a  routine  sort. 

(2)  Adjustment    letters   written   before   a   complaint   has    been 
lodged. 


392  ADJUSTMENT  LETTERS 

(3)  "Sales  talk"  in  the  adjustment  letter. 

(4)  Tact  in  adjustment  letters. 

(5)  Words  and  expressions  to  be  avoided. 

(1)  Adjustment  letters  of  a  routine  sort. 

In  adjusting  a  complaint  made  by  an  individual  customer,  or  by  an 
angry  person,  or  by  one  put  to  serious  inconveniences,  it  is  well  to  write 
at  considerable  length.  Take  space  to  explain  in  detail  the  circumstances 
accountable  for  the  difficulty  and  to  emphasize  courtesy  and  service. 
When,  however,  the  claim  involves  interruption  of  service  in  the  routine 
of  business,  the  adjustment  letter  to  a  business  man  may  be  written  more 
briefly.  The  brief  letter  contains,  in  more  condensed  form,  the  same 
elements  as  the  longer  letter. 

The  following  are  examples  of  adjustment  letters  of  the  briefer  type : 

Gentlemen : 

We  are  glad  to  take  up  with  you  the  matter  of  freight  allow- 
ance on  invoices  #3336  and  #3337,  as  requested  in  your  letter  of 
December  9.  You  will  find  attached  a  credit  memorandum  on 
invoice  #3337. 

Regarding  invoice  #3336,  which  covers  a  quantity  of  Dry 
Arsenate  of  Lead :  it  was  our  understanding  and  Mr.  Bolton  's  that 
on  account  of  the  price  billed  on  this  particular  shipment  it  was 
to  be  f.  o.  b.  Chicago.  If  this  is  not  in  line  with  your  understand- 
ing, please  hold  the  matter  in  abeyance  until  Mr.  Bolton  is  in 
Oklahoma  City  in  January.  If  we  are  incorrect  in  our  under- 
standing, he  will  make  the  adjustment. 

Dear  Sir : 

Answering  your  letter  of  May  20. 

The  local  manufacturers  who  are  handling  our  orders  for  elec- 
tros are  unable  to  cope  with  the  amount  of  work  they  are  getting1, 
and  can 't  promise  shipment  on  your  order  before  two  weeks '  time. 
We  regret  this  delay  and  shall  do  everything  in  our  power  to 
hurry  matters  along. 

Dear  Sir : 

We  shall  be  glad  to  furnish  you  without  charge  the  parts  of  the 
Redgate  Bicycle  which  you  report  missing  in  your  letter  of  April 


BEFORE  COMPLAINT  IS  LODGED  393 

6.  We  are  mighty  sorry  this  mistake  occurred,  and  you  may  be 
sure  we  shall  take  every  possible  step  to  prevent  its  occurring 
again.  Please  send  us  the  inspector's  card  which  was  packed 
with  the  bicycle,  so  that  we  may  investigate  this  shortage  at  the 
factory. 

Dear  Sir : 

We  are  sending  you  today  by  American  Express  the  delayed 
item 

Saws  #6238 

which  you  wrote  about  March  3.  You  may  be  sure  that  we  shall 
take  the  opportunity  of  tracing  down  this  error  in  our  checking 
system.  Our  aim  is  to  make  the  system  as  nearly  perfect  as  pos- 
sible. We  are  sorry  that  you  have  been  put  to  this  inconvenience. 

Dear  Sir : 

Thank  you  for  notifying  us  that  part  of  the  shipment  of  Alcott 
canned  goods  was  received  in  damaged  condition. 

Please  have  your  freight  agent  mark  your  freight  bill  so  as  to 
show  the  damage;  then  send  the  bill  to  us.  Wte  shall  be  glad  to 
file  a  claim  in  your  behalf  against  the  railroad  company.  If  you 
are  in  need  of  goods  to  take  the  place  of  those  damaged,  we  can 
give  you  immediate  shipment.  In  any  event,  you  may  be  sure 
that  we  shall  protect  you  against  loss  on  the  damaged  goods. 

(2)  Adjustment  letters  written  before  a  complaint  has  been  lodged. 

Many  effective  adjustment  letters  are  written  before  the  customer 
has  lodged  a  complaint.  Finding  that  you  are  unable  to  ship  the  order 
at  the  time  specified,  or  that  items  have  been  omitted  through  error,  or 
that  the  transaction  involves  any  other  cause  for  complaint,  write  the 
customer  at  once,  forestalling  the  necessity  of  his  making  a  claim  against 
you.  The  following  is  a  letter  of  this  type : 

Dear  Sir: 

We  are  sending  you  this  afternoon,  by  American  Express,  pre- 
paid, the  following  item : 

3  XL  Saws,  No.  2 

omitted  from  your  order  #3762,  which  we  shipped  June  7  by 
Southern  Pacific. 


394  ADJUSTMENT  LETTERS 

We  just  discovered  the  error  in  checking  over  your  order.  \Vc 
regret  the  error  on  our  part,  and  trust  that  the  omitted  item  will 
reach  you  about  the  same  time  as  the  original  shipment. 

In  the  case  of  a  long-established  customer  not  having  placed  an  order 
1'or  some  time,  the  adjustment  letter  will  be  written  to  ascertain  whether 
or  not  the  customer  has  some  cause  for  complaint  that  he  has  not  made 
known  to  the  house.  Such  a  letter  will  make  clear  to  the  customer  that 
the  house  stands  ready  to  meet  him  more  than  half  way  in  adjusting  any 
difficulty  that  may  exist : 

Dear  Sir : 

SOMETHING  'S  WRONG— I  don't  know  WHAT ! 
Your  name  came  up  in  the  office  this  morning,  and  they  asked 
me  why  we  had  n  't  had  an  order  from  you  for  so  long. 
I  was  stumped 
I  DIDN'T  KNOW! 

It  's  been  bothering  me  ever  since.     And  I  CAN 'T  figure  it  out. 
There  must  be  a  reason  or  we  'd  have  heard  from  you. 
WHY  IS  IT?- 

WHY? 

WHY? 

WHY? 

Have  we  offended  you?  Or  perhaps  disappointed  you  in  some 
way  ?  Surely  we  did  n 't  INTEND  to. 

But  we  're  human — same  as  you.     Heaven  knows  we  all  DO 
TRY,  but  sometimes  mistakes  will  happen.     You  '11  find  us  quick 
to  correct  them,  and  GLAD  OF  THE  CHANCE. 
So  tell  me — will  you — just  what  's  wrong? 
Here  's  one  of  our  envelopes — with  a  stamp  on  it.     Just  turn 
this  letter  over  and  write  me  on  the  back  of  it  and  tell  me  the 
trouble.     And  please  do  it  NOW.     I  'd  do  as  much,  and  more,  for 
you. 

Will  you  DO  it  ?     I  'm  waiting. 

The  effort  in  this  letter  is  to  bring  to  light  any  cause  for  complaint 
that  the  customer  who  has  failed  to  re-order  may  have : 

Dear  Sir: 

Within  the  last  two  or  three  months  an  unusual  number  of 


THE  ELEMENT  OF  "SALES  TALK"  395 

reports  have  come  to  us  about  our  customers  not  having  received 
our  catalogues.  In  some  cases,  this  information  came  directly 
from  the  customers,  and  in  others  from  our  own  investigation. 

This  Fall  is  not  the  time  to  miss  getting  the  new  edition  of  our 
"Catalogue  and  Buyer's  Guide."  The  opportunities  to  save 
money  are  too  great  in  this  new  book  to  have  any  of  our  acquaint- 
ances miss  them.  You  see,  in  some  instances,  we  bought  mer- 
chandise a  year  and  a  half  ago  for  this  catalogue.  This  makes  it 
possible  for  us  to  give  you  very  attractive  bargains. 

For  example,  you  will  find  a  storm  serge  (page  188)  all  wool 
and  a  yard  wide,  for  98  cents,  which  we  could  today  sell  to  whole- 
salers for  more  than  we  ask  you.  The  minute  you  start  your  fall 
shopping  and  note  how  everything  has  advanced  in  price  you  '11 
realize  how  unusual  this  bargain  is.  Turning  to  page  307  you  will 
notice  an  all-wool  olive  and  blue  mixture,  all-weather  ulster  at 
$22.50.  On  page  622  of  the  furniture  section  we  show  a  rocker, 
beautiful  in  line  and  workmanship,  entirely  covered  with  Brown 
Spanish  Artificial  Leather  for  $8.98. 

Page  3  is  a  special  bargain  page  of  women's  wearing  apparel. 
These  garments  are  made  from  material  that  we  bought  before 
the  present  high  cost  of  fabrics.  A  six  months'  guaranteed  work 
shoe  for  men  is  featured  (page  370)  at  $4.50. 

By  all  means  I  want  you  to  have  our  big  fall  book,  Number  89. 
I  believe  when  you  receive  it  you  will  agree  with  me  that  it  is  a 
wonderful  book  and  wonderfully  priced.     If  you  will  mail  the 
inclosed  card  today  your  book  will  be  sent  you  immediately. 
Yours  very  truly, 

P.  S. — Your  name  does  not  appear  among  those  who  have  re- 
cently ordered  from  us,  and  we  thought  perhaps  it  was  because  you 
did  not  have  a  catalogue.  It  may  be  that  some  other  reason  has 
kept  you  from  ordering — perhaps  we  have  been  at  fault  somewhere. ' 
If  so,  won 't  you  please  tell  me  about  it  and  give  me  an  opportunity 
to  correct  matters  ? 

(3)   "Sales  talk"  in  the  adjustment  letter. 

When  feasible,  add  a  little  "sales  talk"  to  your  adjustment  letter,  as 
follows : 


396  ADJUSTMENT  LETTERS 

Dear  Sir : 

We  take  pleasure  in  inclosing  our  check  for  $15.82  to  pay  you 
for  goods  ordered  from  us  on  August  10  and  for  cost  of  transporta- 
tion. We  are  sorry  that  our  error  in  billing  the  goods  has  put 
you  to  inconvenience. 

It  is  our  desire  to  accord  our  customers  such  reliable  service  and 
such  fair  treatment  as  to  compel  their  confidence.  If  we  are  in 
any  way  at  fault  in  filling  an  order,  we  always  rectify  the  error 
to  the  satisfaction  of  the  customer  concerned. 

Our  merchandise  is  of  high  quality;  our  prices,  considering 
present  day  market  conditions,  are  reasonable,  as  you  may  readily 
see  by  referring  to  our  catalogue.  We  are,  therefore,  in  a  position 
to  serve  you  well  in  the  future. 

Have  no  hesitancy  in  calling  upon  us  at  any  time  we  can  be  of 
assistance  to  you.  You  may  be  assured  that  we  shall  take  every 
precaution  in  seeing  that  your  next  order  is  correctly  billed  and 
is  shipped  promptly. 

(4)   Tact  in  adjustment  letters. 

Letters  suggesting  a  remedy  need  not  always  include  a  refusal  of  the 
customer's  claim.  Even  when  granting  his  claim,  it  is  possible  tactfully 
1<;  suggest  a  remedy  that  may  and  probably  will  result  in  his  keeping  the 
goods.  For  example: 

Dear  Sir : 

Thank  you  for  letting  us  know  that  the  pen  you  bought  has  not 
proved  satisfactory.  We  stand  behind  every  pen  we  sell,  and 
our  advertised  guarantee  means  exactly  what  it  says — "satisfac- 
tion guaranteed  or  money  refunded."  So,  if  you  will  send  back 
the  pen  to  us,  we  shall  send  you  another  that  will  have  such  care- 
ful inspection  before  it  leaves  the  factory  that  we  can  assure  you 
it  will  write  perfectly. 

We  try  to  make  every  pen  right  before  it  goes  out,  but  the  best 
of  inspection  systems  is  sometimes  at  fault.  When  any  trouble 
does  occur,  it  is  our  invariable  rule  to"  satisfy  the  customer.  We 
appreciate  this  opportunity  to  make  things  right. 

The  pen  can  be  safely  returned  to  us  in  the  same  box,  but  before 


WORDS  TO  BE  AVOIDED  397 

you  go  to  the  trouble  of  wrapping  and  mailing  it,  try  out  this 
suggestion : 

Just  unscrew  the  end  of  the  barrel,  place  the  point  of  the  pen 
under  a  faucet,  and  let  the  water  run  through  the  feed  for  a 
moment.  Then  shake  out  the  water  from  the  feed,  fill  the  barrel 
with  ink,  and  screw  in  the  feed  end.  The  pen  ought  to  write  then 
if  not  defective. 

When  the  feed  of  the  pen  has  been  thoroughly  dried  out,  it  is 
hard  for  the  ink  to  run  through  until  first  the  feed  is  moistened 
with  water.  We  find  this  simple  remedy  corrects  difficulty,  and 
you  perhaps  will  have  a  like  experience. 

But  if  not,  please  remember  that  your  money  or  a  new  pen 
awaits  you. 

(5)  Words  and  expressions  to  be  avoided. 

In  writing  adjustment  letters,  avoid  using  the  following  words  and 
expressions: 

Complaint        as  in  the  sentence,  "Your  complaint  of  June  6  has  been 

received."     This  word  is  harsh  and  disagreeable. 

as  in  the  expression,  "The  furniture  which  you  claim  (or  state 

or  say)  arrived  in  a  damaged  condition."     This  gives  the 

customer  the  impression  that  you  doubt  his  word.     Say, 

"The  furniture  which  arrived  in  a  damaged  condition," 

or,  "which  you  report  arrived  in  a  damaged  condition." 

as  in  the  sentence,  "You  may  be  certain  this  error  will  never 

Never  happen  again."     This  is  an  exaggeration,  since  this,  or 

Happen  similar  errors,  may  happen  again  no  matter  what  precau- 

Again  tion  you  take.     Say,  "You  may  be  certain  we  shall  take 

every  precaution  to  prevent  this  error  happening  again." 

as  in  the  sentence,  "We  shall  be  glad  to  set  you  right 

To  set  you       again,  any  time  you  are  in  doubt  as  to  your  bill."     This 

Right  expression  obviously  is  lacking  in  tact. 

as  in  the  sentence,  "All  we  ask  is  fairness,  Mr.  Smith." 

All  we  ask       This  gives  the  impression  that  you  consider  his  attitude 

is  fairness        unfair. 


CHAPTER  XXIX 

CREDIT    LETTERS 

OUTLINE 

(I)   The  Credit  Letter  is  a  business  letter  having  to  do  with  the  granting  or 

refusing  of  credit. 
(II)   Credit  letters  are  grouped  in  three  general  classes: 

(a)  Letters  refusing  a  request  for  credit. 

(b)  Letters  asking  for  credit  information.. 

(c)  Letters  granting  in  full  or  in  part  a  request  for  credit. 


CHAPTER  XXIX 

CREDIT   LETTERS 

THE  Credit  Letter  is  a  business  letter  having  to  do  with  the  granting, 
refusing,  or  limiting  of  credit.  Before  considering  its  basic  prin- 
ciples, let  us  inquire  into  the  functions  of  a  credit  manager. 

It  is  his  essential  function  to  maintain  a  positive,  an  unswerving  policy 
of  sound  financing.  His  calm  judgment  consistently  dictates  that  credit 
be  extended  only  on  a  basis  of  ability  to  fulfill  business  obligations.  This 
policy  is  his  sheet-anchor;  without  it  his  mercantile  bark  drifts  surely 
toward  the  treacherous  rocks  of  bankruptcy. 

Relative  to  the  granting  of  credit,  the  manager  bases  his  decision 
upon  exact  information.  The  financial  standing  of  an  applicant  is  listed 
in  the  reports  of  Dun's  and  Bradstreet's,  the  commercial  agencies.  For 
information  of  a  more  detailed  sort,  the  credit  manager  will  apply  to  his 
salesmen,  to  members  of  other  concerns,  to  banks,  and  to  business  men 
acquainted  with  the  applicant.  He  asks  the  applicant  to  fill  in  an  infor- 
mation blank  as  to  liabilities  and  assets,  as  to  the  minimum  amount  of 
credit  desired,  as  to  references,  etc.  The  applicant  supplements  this  by  a 
personal  letter  setting  forth  his  " business  opportunities  and  expecta- 
tions." This  credit  information  is  brought  up  to  date  once  or  twice  a 
year  and  is  added  to  continually  as  new  facts  develop.  Information 
sheets  ought  to  show  in  accurate  detail  the  business  character,  and  the 
capital,  and  the  capability  of  applicants  for  credit,  and  likewise  of  all 
former  applicants  who  have  become  creditors. 

Thus,  at  the  very  outset,  the  credit  manager  ascertains  the  conditions 
under  which  the  applicant  is  doing  business.  Then,  later,  to  safeguard 
mutual  interests,  the  manager  keeps  a  watchful  eye  on  the  creditor's 
business,  lest  undue  expansion  cause  liabilities  to  overbalance  assets. 
Delegated  the  power  to  withhold,  cancel,  or  curtail  credit,  the  credit  man- 
ager above  any  other  officer  of  the  firm  is  in  a  position  to  acquire  an 
intimate  knowledge  of  business  conditions  surrounding  the  customer. 
ITis  relation  to  the  customer  becomes  that  of  confidant  and  business 

401 


402  CREDIT  LETTERS 

adviser.  In  times  of  business  depression,  the  customer  appeals  to  him 
for  more  time  in  which  to  meet  his  bills ;  in  times  of  prosperity,  he  applies 
to  him  for  a  more  generous  credit  allowance,  on  the  basis  of  increased 
profits. 

Continuous  study  of  trade  conditions  enables  the  credit  manager  to 
dispense  to  his  customers  valuable  information  concerning  supply  and 
demand,  concerning  the  varying  price  levels,  and  concerning  similar  fac- 
tors that  influence  buying  and  selling.  From  long  experience,  he  is  able 
to  gauge  the  business  barometer,  giving  the  customer  warning  at  the 
approach  of  storm,  signalling  him  when  the  business  barometer  has 
cleared.  By  giving  this  information  in  a  dignified  and  tactful  manner, 
he  wins  business  friends  and  builds  up  goodwill ;  adhering  always,  how- 
ever, to  his  fixed  policy  of  sound  business  financing. 

A  wise  credit  manager  keeps  trade  news  of  this  informatory  sort  circu- 
lating, outgoing  from  his  office,  every  month  of  the  year.  As  a  matter 
of  fact,  he  conducts  a  continuous  campaign  of  education,  in  order  to  im- 
press upon  his  customers  the  importance  of  sound  credit  dealings.  The 
customer  becomes  schooled  in  receiving  credit  advice.  He  is  not  likely, 
then,  to  take  offense  when  the  credit  manager,  becoming  more  personal, 
tells  him  that  it  is  advisable  for  valid  reasons  to  curtail  his  credit. 

With  delegated  powers,  the  credit  manager  holds  a  position  of  strate- 
gic advantage.  Credit  is  a  business  asset  intrinsically  valuable  to  the 
customer.  It  enables  him  to  expand  his  business  upon  a  relatively  small 
outlay  of  cash.  For  example :  the  retailer  who  is  allowed  by  the  jobber 
30  days'  credit  on  $500  worth  of  groceries,  may  realize  in  sales,  by  the 
end  of  30  days,  cash  enough  to  make  up  a  substantial  part  of  the  pay- 
ment of  the  bill.  The  credit  manager,  therefore,  has  at  his  disposal  a 
commodity  that  is  highly  desirable.  When  granting  the  use  of  this  com- 
modity, he  is  extending  a  real  service,  one  that  enables  the  customer  to 
expand  his  business,  and,  thereby,  a  service  that  enables  him  to  increase 
his  profits.  Hence,  no  business  letter  offers  a  more  effective  opportunity 
than  does  the  credit  letter  for  winning  new  customers,  and  for  building 
up  the  confidence  and  goodwill  of  old  customers. 

The  credit  letter,  like  all  business  communications,  is  fundamentally 
a  sales  letter;  its  prime  object  is  to  increase  profits  by  increasing  the 
volume  of  profitable  sales.  The  credit  manager  should  realize  that  the 
extension  of  credit  is  his  ' '  stock  in  trade ' ' ;  that  it  is  his  most  important 
selling  force.  Like  any  inducement,  it  will  be  effective  only  if  its  in- 


CREDIT  A  VALUABLE  COMMODITY  403 

trinsic  value  is  impressed  upon  the  customer  at  every  turn.  If  the  credit 
manager  permits  the  customer  to  regard  the  extension  of  credit  as  a 
service  of  little  value,  to  look  upon  it  as  something  to  be  given  away  freely 
and  eagerly,  to  consider  it  as  something  granted  without  and  before  care- 
ful, thoughtful  investigation,  he  fails  utterly  to  take  advantage  of  his 
highly  strategic  position.  Every  credit  letter  should  convey,  directly 
or  by  inference,  this  vital  message : 

Credit  is  a  highly  important  and  valuable  business  commodity. 
It  is  not  a  gift  to  be  carelessly  handed  about.  It  is  a  service 
granted  only  after  serious  and  mature  consideration. 

In  one  way  or  other,  this  message  must  be  continually  hammered 
home.  The  customer  must  recognize  that  the  granting  of  credit  con- 
stitutes a  service  that  is  of  the  highest  importance  to  him.  This  will  go 
far  toward  insuring  prompt  payment  of  accounts.  The  customer  who 
appreciates  the  value  of  credit  will  not  run  the  risk  of  losing  it  by  failing 
to  meet  promptly  his  obligations. 

The  tone  of  the  credit  letter,  while  personal  and  friendly,  should 
reflect  the  dignity  and  conservatism  of  a  man  in  a  position  of  high  re- 
sponsibility. There  is  no  place  here  for  levity  and  jocoseness.  Here 
there  should  be  a  firm  insistence  upon  the  customer's  regularity  in  com- 
plying with  the  fixed  requirements  of  the  firm's  policy :  this  has  to  do  with 
the  furnishing  of  personal  credit  information,  regularly,  and  with  the 
paying  of  an  account,  promptly. 

In  discussing  credit  matters  that  intimately  concern  the  customer, 
assume  an  attitude  of  frankness,  but  an  attitude  devoid  of  apology.  How- 
ever, except  in  extreme  cases,  take  every  precaution,  lest  some  word  or 
phrase  suggest  to  the  customer  that  your  discussion  is  a  reflection  upon 
his  honor  and  integrity.  Avoid,  for  this  reason,  a  negative  suggestion, 
such  as:  ''Be  assured  that  we  do  not  mean  to  question  your  ability  to 
meet  your  obligations";  or  a  suggestion  of  this  character:  "We  are 
afraid  that  you  construed  our  last  letter  as  indicating  that  we  doubt 
your  honesty." 

Credit  Letters  are  grouped  in  three  general  classes: 

(1)  Letters  refusing  a  request  for  credit. 

(2)  Letters  asking  for  credit  information. 

(3)  Letters  granting  in  full  or  in  part  a  request  for  credit. 


404     .  CREDIT  LETTERS 

(1)   Letters  refusing  a  request  for  credit. 

This  letter  is  similar  in  plan  and  purpose  to  the  adjustment  letter 
refusing  a  customer's  claim,  since  in  both  cases  a  request  of  the  customer's 
is  denied.  The  letter  should  open  with  an  expression  of  courtesy  that 
will  put  the  customer  in  a  pleasant  frame  of  mind.  Explanation  of  the 
reasons  for  the  refusal  of  credit  by  the  house  should  next  be  taken  up, 
and  this  from  the  standpoint  of  the  customer.  Here  the  correspondent 
takes  occasion  to  emphasize  courtesy  and  service.  Then  the  action  of 
the  house  is  stated  as  diplomatically  as  possible.  The  letter  should  close 
with  an  expression  of  the  house 's  attitude  of  willingness  to  co-operate  in 
every  possible  way  with  the  customer. 

The  following  is  an  undiplomatic  and  ineffective  letter  refusing 
credit : 

Dear  Sir: 

Because  your  property  statement  shows  that  your  present  liabili- 
ties constitute  a  large  proportion  of  your  assets,  we  are  obliged  to 
refuse  the  request  for  credit  in  your  letter  of  June  6. 

Please  understand  that  this  action  is  in  no  way  a  reflection  upon 
your  integrity  and  honesty.  It  is  simply  made  necessary  by  the 
fact  that  your  business  has  not  as  yet  developed  to  the  point 
where  credit  has  been  established  on  a  firm  foundation. 

Be  assured  that  we  shall  be  glad  to  furnish  you  goods  on  a 
C.  0.  D.  basis  until  such  time  as  you  will  find  yourself  enabled 
to  meet  the  requirements  fixed  for  the  opening  of  a  credit  account. 

The  beginning  in  the  above  letter  consists  in  an  abrupt  statement  of  a 
disagreeable  fact.  The  second  paragraph  contains  strong  negative  sug- 
gestion. No  attempt  is  made  to  take  up  from  the  customer's  standpoint 
an  explanation  of  the  action  of  the  house.  There  is  no  effort  to  empha- 
size courtesy  and  service. 

The  following  letter  handles  the  same  situation  diplomatically : 

Dear  Sir: 

Thank  you  for  your  financial  statement  and  list  of  references 
you  furnished  us.  They  are  very  complete.  Mr.  Brown,  our 
agent,  speaks  of  you  in  highest  terms,  as  do  also  the  persons  to 
whom  you  referred  us.  At  the  same  time,  we  note  that  your  pres- 


ANALYSIS  OF  CREDIT  LETTER  405 

ent  liabilities  constitute  a  large  proportion  of  your  assets.  This 
feature  has  an  important  bearing  on  your  future  purchasing 
power,  and  this  matter,  we  know,  you  are  anxious  to  increase  as 
fast  as  possible. 

In  the  tire  business,  the  turnover  is  much  more  rapid  than  in 
most  lines.  For  this  reason  a  business  may  safely  be  conducted 
on  a  small  capital.  Still  there  naturally  can  be  no  certainty  about 
the  way  the  stock  will  move. 

So  your  only  safety  lies  in  having  a  sufficient  cash  reserve  to 
carry  over  in  case  you  are  unable  to  realize  on  your  tire  sales  until 
after  your  invoices  for  them  come  due. 

Failing  a  cash  reserve,  in  the  case  of  a  rapidly  growing  concern 
like  your  own,  results  in  bills  not  being  paid  promptly,  and 
paralyzes  your  efforts  to  establish  a  solid  credit  standing  so  essen- 
tial to  later  success. 

Your  progress  so  far  has  been  so  satisfactory,  that  our  advice 
to  you  is  to  confine  your  tire  business  to  what  you  can  handle  on 
a  cash  basis.  We  suggest  that  you  let  us  handle  your  present 
order  in  this  way.  We  can  either  ship  it  C.  0.  D.  or  send  it  for- 
ward upon  receipt  of  your  remittance. 

If  more  convenient,  reserve  for  later  shipment  the  sizes  for 
which  your  need  is  less  immediate.  In  the  course  of  a  few  months, 
you  then  will  be  better  established  than  under  any  other  plan  you 
might  adopt.  Frankly,  it  is  as  much  to  our  interests  as  to  yours 
to  establish  a  sound  basis  for  credit,  for  we  want  to  serve  you  more 
and  more  as  your  requirements  increase. 

Note  in  the  above  letter  the  application  of  the  following  elements : 

Beginning:  "get  in  step  with  customer." 

This  is  accomplished  by  the  expression  of  courtesy  in  the  first 
sentence.  Note  that  the  correspondent  has  assembled  for  empha- 
sis in  the  opening  paragraphs  the  pleasing  things  relating  to 
the  transaction. 

Statement  of  action  house  is  going  to  take. 

Note  that  the  correspondent  avoids  coming  out  bluntly,  as  he 
would  so  do  by  saying:  "We  regret  that  we  cannot  extend  you 
credit."  Instead,  he  emphasizes  what  the  house  can  do:  "Your 


406  CREDIT  LETTERS 

progress  so  far  has  been  so  satisfactory,  that  our  advice  to  you 
is  to  confine  your  tire  business  to  what  you  can  handle  on  a  cash 
basis.  We  suggest  that  you  let  us  handle  your  present  order  in 
this  way. ' ' 

Note  that  this  statement  of  the  action  of  the  house  is  brought 
in  after  the  explanation  of  the  reasons  accounting  for  the  action 
has  paved  the  way  for  its  acceptance  by  the  customer. 

Explanation  of  reasons  accounting  for  the  action  of  the  house. 
This  explanation  is  made  from  the  customer's  viewpoint.     Note 
that   the   benefit    to   the    customer   is    emphasized   throughout. 
Note  also  that  the  discussion  is  frank  in  tone,  and  that  negative 
suggestion  and  apology  are  avoided. 

Clincher:  statement  of  house's  attitude  toward  customer. 

The  desire  to  be  of  service  to  the  customer  is  given  emphasis 
in  the  final  paragraph. 

The  general  attitude  of  the  credit  manager  toward  the  customer  in 
the  above  letter  is  one  that  may  safely  be  adopted  in  all  credit  letters. 
The  customer  is  told  frankly  that  his  interests  and  the  interests  of  the 
firm  are  identical.  He  is  shown  that  an  undue  expansion  of  his  credit 
will,  on  the  one  hand,  affect  adversely  his  business;  and,  that,  on  the 
other  hand,  it  will  lose  for  the  firm  much-to-be-desired  orders,  orders 
that  would  materialize  should  his  business  develop  on  a  sound  financial 
foundation. 

A  tactful  way  of  refusing  credit  is  to  require  the  applicant  to  secure 
the  signature  of  one  or  more  guarantors  who  will  stand  good  in  case 
of  his  failure  to  meet  obligations.  This  method  protects  the  house  while 
enabling  an  applicant  of  uncertain  financial  status  to  make  credit  arrange- 
ments. It  is  employed  in  the  following  letter: 

Dear  Sir : 

Thank  you  for  the  very  complete  information  furnished  us  in 
your  financial  statement  that  was  received  today.  We  are  glad 
to  see  that  your  business  is  developing  so  rapidly  and  that  your 
favorable  location  and  efficient  methods  of  merchandising  give 
every  promise  of  successful  expansion. 

All  authorities  to  whom  you  referred  us,  including  Mr.  Albright, 
speak  of  you  in  the  highest  terms.  The  only  drawback  lies  in  the 


LETTERS  ASKING  CREDIT  INFORMATION  407 

fact  that  there  is  at  present  a  mortgage  on  your  stock  of  goods 
that  operates  as  a  first  lien  in  favor  of  the  mortgagee.  This,  how- 
ever, need  prove  no  hindrance,  if  you  will  have  two  or  three  of 
your  business  friends  whose  financial  responsibility  is  strong  and 
above  question  sign  the  enclosed  blank  as  guarantors.  We  shall 
then  be  in  a  position  to  serve  you  on  a  basis  of  sixty-day  terms. 
You  will  note  that  the  guarantors  may  limit  their  liability  to  the 
amount  inserted  in  the  blank. 

It  is  our  aim  to  help  our  friends  by  putting  at  their  service 
our  knowledge  of  trade  conditions.  It  will  indeed  be  a  pleasure  to 
extend  to  you  at  any  time  such  information  and  advice  as  our 
experience  enables  us  to  extend.  Feel  free  to  discuss  with  us 
frankly  any  business  problems  that  may  arise. 

Be  assured  it  is  our  desire  to  serve  you  to  the  very  best  of  our 
ability. 

(2)  Letters  asking  for  credit  information. 

When  the  commercial  agencies  do  not  give  information  that  warrants 
an  extension  of  credit,  or  when  all  information  is  lacking,  it  becomes 
necessary  to  write  personally  to  the  applicant  for  complete  information. 
Some  concerns  make  a  practice  of  going  direct  to  the  applicant  for  credit 
information,  regardless  of  his  rating  by  the  commercial  agencies.  This 
practice,  it  is  thought,  gives  the  firm  a  more  certain  insight  into  the 
applicant's  financial  situation  and  enables  it  to  serve  him  more  intelli- 
gently. In  any  case,  it  is  reasonable  and  proper  for  the  correspondent 
to  ask  the  applicant  to  fill  out  the  personal  information  blank,  and  to 
ask  this  without  apologizing  for  so  doing. 

The  following  letter  handles  the  situation  in  a  blunt  and  undiplo- 
matic way : 

Dear  Sir: 

Information  concerning  your  financial  standing  furnished  us  by 
the  commercial  agencies  does  not  warrant  us  in  shipping  your 
order  of  April  30  on  terms  other  than  C.  0.  D.  As  requested  by 
our  salesman,  Mr.  Brown,  we  are  preparing  the  order  for  ship- 
ment on  May  20,  by  American  Express. 

To  give  you  a  chance  to  supplement  the  reports  of  the  agencies, 
we  enclose  an  information  blank.  Fill  out  the  blank  and  return 


408  CREDIT  LETTERS 

it  to  us,  accompanied  by  a  personal  letter  giving-  your  business 
opportunities  and  expectations.  Be  sure  that  the  fact  we  are  ask- 
ing you  to  do  this  does  not  reflect  in  any  way  upon  your  integrity 
or  honesty.  We  are  accustomed  to  asking  for  this  additional 
information  from  all  customers  who  are  in  a  position  similar  to 
yours. 

When  you  have  furnished  us  with  such  information  as  is  re- 
quired, we  shall  be  pleased  to  consider  again  your  request  for  credit 
accommodations. 

The  opening  sentence  in  the  above  letter  consists  in  a  blunt  statement 
of  disagreeable  fact.  The  second  paragraph  contains  strong  negative 
suggestion.  Courtesy  and  service  are  nowhere  emphasized. 

The  same  letter,  effectively  rewritten,  is  as  follows : 

Dear  Sir: 

Thank  you  for  your  order  of  April  30  piven  to  Mr.  Brown.  We 
expect  to  fill  it,  as  you  request,  for  shipment  on  May  20. 

We  are  glad  to  welcome  our  new  customers  and  to  assure  them 
of  our  desire  to  serve  them  in  any  way  that  our  position  and  ex- 
perience make  possible. 

Mr.  Brown  speaks  of  you  and  your  business  in  such  a  way  as 
to  leave  no  doubt  in  my  mind  but  that  our  relations  will  be 
pleasant. 

You  are  no  doubt  familiar  with  such  blanks  as  the  enclosed, 
and  with  the  policy  we  maintain,  for  the  sake  of  our  customers 
as  well  as  of  ourselves,  of  going  to  the  customer  for  more  detailed 
information  about  his  business  than  the  agencies  can  give.  When 
you  have  filled  the  blank  and  returned  it,  we  can  use  it  as  a  basis 
of  a  more  intelligent  granting  of  terms  than  we  could  otherwise 
arrive  at.  We  would  be  glad  if  you  would  write  us,  in  addition, 
a  personal  letter  stating  your  business  opportunities  and  expecta- 
tions, so  we  may  find  ourselves  in  a  position  to  be  of  service  to  you. 

Experience  having  demonstrated  that  we  are  best  able  to  help 
our  friends  by  putting  at  their  service  our  knowledge  of  trade  con- 
ditions, prices,  seasons,  and  goods,  we  are  in  the  habit  of  discuss- 
ing frankly  any  matter  that  concerns  our  mutual  interest. 

In  the  case  of  a  customer  who  has  paid  his  bills  promptly  in  the  past 


TYPES  OF  CREDIT  LETTERS  409 

but  has  sent  in  an  order  beyond  his  credit  limit,  the  firm  may  desire  from 
him  additional  credit  information. 

The  following  letter,  in  such  case,  will  be  effective : 

Dear  Sir: 

It  is  certainly  gratifying  to  notice  the  steady  increase  in  your 
business  with  us,  as  indicated  in  the  order  which  has  just  come  to 
us  from  Mr.  Brown. 

On  referring  to  your  account,  we  find  that  your  past  transac- 
tions have  been  very  satisfactory  indeed.  Our  present  arrange- 
ments in  regard  to  your  line  of  credit  provide  for  accommodations 
up  to  $400,  while  your  present  order  amounts  to  $580.  Evidently 
your  position  has  been  greatly  strengthened  since  these  arrange- 
ments were  made.  If  such  should  prove  to  be  the  case,  we  are 
desirous  of  giving  you  the  benefit  of  the  increase. 

By  filling  in  the  inclosed  blank  you  will  give  us  the  desired 
information.  If  you  so  direct,  it  will  be  held  in  strict  confidence. 
We  want  to  serve  you  promptly,  and  we  only  await  further  in- 
structions. 

A  firm  asking  a  second  firm  for  credit  information  about  a  third  party, 
writes  a  brief  letter,  as  follows : 

Dear  Sir : 

Recently  we  received  a  first  order  from  the  J.  D.  Black  Co., 
Newark,  N.  J.  They  wish  to  purchase  on  a  credit  basis.  They 
give  your  name  as  reference.  We  will  appreciate  any  information 
you  may  see  fit  to  give  us  as  to  the  credit  standing  and  ability  of 
this  firm  to  meet  business  obligations.  Any  information  given 
will  be  held  in  strict  confidence.  For  your  convenience,  a  stamped, 
self-addressed  envelope  is  inclosed.  We  shall  be  glad  to  recipro- 
cate at  any  time  the  favor  of  a  reply. 

(3)   Letters  granting  in  full  or  in  part  a  request  for  credit. 

If  exact  information  warrants  extension  of  credit,  notify  the  cus- 
tomer that  he  may  open  an  account.  Write  him,  emphasizing  the  fact 
that  the  granting  of  credit  is  a  service  the  house  is  glad  to  extend,  as 
follows : 


410  CREDIT  LETTERS 

Dear  Sir : 

We  are  pleased  to  extend  to  you  our  preferred  terms  permitting 
you  to  remit  on  the  tenth  of  each  month.  We  base  our  action  on 
the  information  you  furnished  us.  Your  bank  speaks  of  you  in 
the  highest  terms,  as  do  also  the  business  houses  to  which  you 
referred  us. 

Your  order  will  go  forward  on  May  20 ;  the  bill  will  be  rendered 
the  last  day  of  the  month. 

We  appreciate  your  frankness  in  telling  us  of  the  plans  and 
prospects  for  business  development  that  you  have,  in  mind.  You 
are  wise  in  determining  to  adhere  strictly  to  a  policy  of  business 
expansion  that  will  keep  pace  with  actual  return  sales.  It  will 
be  well  to  maintain  for  some  time  to  come  your  present  ratio 
between  assets  and  liabilities. 

From  time  to  time  we  shall  inform  you  as  to  changes  in  trade 
conditions  that  have  a  direct  bearing  on  your  business.  We  shall 
be  glad  of  an  opportunity  to  discuss  with  you  at  any  time  your 
business  problems  and  prospects. 

As  an  inducement  to  larger  purchases,  credit  sometimes  is  offered  to 
a  customer  who  has  been  in  the  habit  of  paying  cash.  A  letter  of  this 
sort  should  stress  the  firm's  desire  to  be  of  service.  For  example : 

Dear  Sir : 

Thank  you  for  your  cash  order  of  January  7.  It  will  go  for- 
ward today  by  American  Express  and  should  reach  you  not  later 
than  Tuesday.  Every  care  has  been  taken  in  selecting  the  items 
and  in  packing  them  for  shipment,  that  the  goods  might  reach  you 
in  the  best  of  condition. 

It  has  occurred  to  us  that  in  order  to  facilitate  future  trans- 
actions, you  might  desire  to  avail  yourself  of  the  advantage  of  an 
open  account  in  reasonable  amounts.  We  take  pleasure,  therefore, 
in  notifying  you  that  we  shall  be  glad  to  handle  your  future  orders 
on  our  regular  terms  of  30  days. 

Be  assured  that  it  will  be  our  constant  aim  to  serve  you  in  every 
possible  way  to  the  very  best  of  our  ability. 

Credit  letters  enter  extensively  into  relations  between  business  houses : 
these  letters  do  not  enter  in  an  equivalent  ratio  into  relations  between 


LETTERS  TO  INDIVIDUAL  CUSTOMERS  411 

any  one  business  house  and  the  individual  retail  customer.  The  latter  is 
inclined  to  resent  a  frank  discussion  of  credit ;  the  former  realizing  the 
necessity  for  such  discussion  is  inclined  to  welcome  it.  Ordinarily,  credit 
arrangements  are  effected  with  the  retail  customer  by  personal  conference, 
rarely  by  letter.  However,  in  informing  him  that  credit  has  been  ex- 
tended, a  letter  often  is  employed.  This  letter  expresses  the  firm 's  appre- 
ciation of  the  customer's  business,  and  it  tactfully  emphasizes  the  fact 
that  in  granting  credit  the  firm  has  extended  an  important  service.  For 
example : 

Dear  Sir: 

It  is  a  pleasure  to  extend  to  you  the  privileges  of  a  monthly 
account  at  Norman  &  Blaisdell's,  as  requested  in  your  talk  with 
the  writer  on  Wednesday.  In  accordance  with  your  estimate  of 
your  needs  during  any  one  month,  the  maximum  amount  of  the 
charge  has  been  fixed  at  $100. 

In  welcoming  you  as  a  new  customer,  let  us  assure  you  that 
it  is  our  aim  to  extend  every  possible  courtesy  and  service  that 
•  will  insure  pleasant  and  permanent  relations. 


CHAPTER  XXX 

COLLECTION   LETTERS 
OUTLINE 

(I)   The  collection  correspondent  should: 

(a)  Adhere  strictly  to  the  policy  of  prompt  collection  of  all  money 
owed  the  firm. 

(b)  And  at  the  same  time,  make  every  effort  to  retain  the  good-will  of 
the  customer. 

(II)   Before  legal,  or  other  drastic,  action  is  taken,  the  following  four  letters 
ordinarily  are  sent  out  in  the  collection  series: 

(a)  First  letter:   courteously  reminding  the  customer  that  the  bill  is 
overdue. 

(b)  Second  letter:  opening  the  way  to  the  customer  for  his  explanation 
of  non-payment. 

(c)  Third  letter:  appealing  to  the  customer's  sense  of  fair  play,  to  his 
pride,  or  to  his  fear  of  losing  in  business  or  social  standing. 

(d)  Fourth  letter:  increasing  the  urgency  of  the  appeal  made  in  the 
third  letter,  and  then  notifying  the  customer  that,  unless  the  account 
is  settled  by  a  definite  date,  drastic  action  will  be  taken. 


CHAPTER  XXX 

COLLECTION   LETTERS 

"In  credit  and  collection  letters  it  is  good  tactics  to  assume  at  the  beginning 
that  the  customer  will  pay." — Better  Letters  Conference. 

"It  is  a  rule  in  this  concern  that  all  collection  letters — and,  in  fact,  all  other 
letters  that  leave  this  manufacturing  establishment — must  be  free  from  any- 
thing that  might  offend  or  antagonize.  The  collection  department  particularly 
realizes  the  importance  of  retaining  the  good-will  of  its  trade  and  therefore  en- 
deavors to  get  in  the  money  due  us  by  friendly  persuasion  rather  than  by  force." 
— Norman  Lewis  in  "System." 


THE  collection  correspondent  should  strictly  conform  to  the  follow- 
ing two  principles  of  business  conduct : 

(1)  Adhere  strictly  to  the   policy  of  prompt  collection  of  all 
money  owed  to  the  firm. 

(2)  Make  every  effort  to  retain  the  good-will  of  the  customer. 

(1)  A  house  that  adopts  a  lenient,  haphazard  policy  of  collection  of 
accounts  can  not  long  keep  pace  with  its  competitors.  The  business 
concern  constantly  needs  cash  for  the  purchase  of  raw  materials,  and  for 
factory  improvements  and  extensions,  and  for  increased  salaries  and  com- 
missions. If  your  competitors  are  more  insistent  than  you  are  upon 
prompt  collection  of  accounts  due,  they  will  be  better  able  than  you  to 
buy  raw  material  in  quantity  and,  in  consequence,  to  sell  the  finished 
product  at  a  low  price.  For  this  reason,  successful  business  men  insist 
upon  prompt  payment  of  accounts. 

It  is  an  accepted  principle  underlying  all  business  relations  that  a 
customer  obligate  himself  in  good  faith  and  meet  his  obligations  timely. 
Based  upon  this  accepted  principle,  the  request  for  payment  is  a  just  one. 
This  in  mind,  the  collection  correspondent  consistently  avoids  a  "beg- 
ging tone,"  conveyed  by  the  use  of  such  expressions  as:  "We  regret  very 
much  to  trouble  you  again  concerning  this  overdue  account."  He 

415 


416  COLLECTION  LETTERS 

eliminates,  too,  excuses  and  explanations  calculated  to  convey  the  im- 
pression of  his  asking  a  " favor."  The  tone  of  the  letter  is  straight- 
forward, dignified,  firm — courteous.  He  conveys  clearly  to  the  cus- 
tomer that  his  delinquency  is  a  serious  matter,  that  his  obligation  to  pay 
the  account  promptly  is  one  not  to  be  lightly  dismissed,  that  his  de- 
linquency marks  the  exception,  and  not  the  rule,  in  business  practice. 

(2)  Concurrent  with  his  policy  of  prompt  collection,  the  correspondent 
makes  every  effort  to  keep  the  customer's  good-will.  He  makes  him  feel 
that  the  firm  is  acting  in  all  fairness  in  the  matter ;  that  it  is  willing  to  do 
and  desirous  of  doing  what  is  right.  Rarely  does  it  profit  the  firm  to 
collect  a  debt  at  the  expense  of  a  customer's  good-will. 

This,  however,  does  not  apply  to  a  very  limited  class  of  debtors  whose 
good-will  is  of  no  value  to  you ;  debtors  who  make  a  practice  of  avoiding 
payment  of  their  just  obligations,  who  going  from  city  to  city  with  no 
forwarding  address,  leave  in  their  crooked  wake  a  trail  of  bad  debts. 
Exact  credit  information,  timely  gained,  will  forestall  entry  of  their 
names  on  open  account  in  your  books.  In  the  vast  majority  of  cases, 
the  good-will  of  delinquent  customers  constitutes  an  important  business 
asset ;  when  they  purchased  your  product,  they  had  the  honest  intention 
of  paying  the  bill  when  it  should  fall  due. 

It  is  safe,  then,  at  the  outset,  to  assume  that  the  customer  is  a  man  of 
integrity ;  one  who  takes  a  just  pride  in  his  business  standing ;  a  man  of 
sensitive  human  feelings,  as  jealous  of  his  good  name,  and  as  resentful  of 
any  reflection  cast  upon  it,  as  are  you  yourself,  under  like  circumstances. 
If  he  does  not  respond  to  an  appeal  based  upon  this  ground,  proceed 
with  sterner  measures.  But  in  doing  so  place  the  responsibility  fairly 
and  squarely  where  it  belongs.  Make  it  clear  to  him  that  his  own  neglect 
compels  you  to  draw  a  sight  draft  against  him ;  that  it  is  not  your  desire 
to  do  so,  and  not  your  desire  to  resort  to  collection  by  legal  means  in 
any  wise. 

It  is  the  usual  business  practice  to  write  four  letters  before  taking 
drastic  steps  to  collect.  The  first  collection  letter  ordinarily  is  sent  out 
a  week  after  the  account  has  fallen  due ;  then,  at  intervals  of  about  ten 
days,  succeeding  letters  are  mailed,  each  growing  more  insistent  in  tone. 

In  case  delinquent  petty  accounts  are  numerous,  the  collection  series 
is  likely  to  consist  in  form  letters,  the  same  appeal  being  made  to  each 
of  a  number  of  customers.  This  exception  aside,  many  firms  find  it 
worth  while  to  do  away  altogether  with  form  collection  letters  and  to 


THE  COLLECTION  SERIES  417 

write  the  customer  personally,  varying  in  individual  cases  the  interval 
between  letters  and,  as  the  case  requires,  shading  off  or  intensifying 
the  insistence  of  the  request  for  payment.  This  course  enables  the 
correspondent  to  make  use  of  credit  information  he  may  have  at  hand. 
He  thus  is  properly  in  position  to  make  a  liberal  offer  of  time  extension 
to  one  customer  who  hitherto  has  met  his  bills  promptly;  or  to  reach 
a  satisfactory  agreement  with  another,  worthy  of  trust,  but,  for  some  valid 
reason,  temporarily  without  funds ;  or,  to  press  his  requests  for  payment 
upon  a  third  customer  who  habitually  neglects  his  business  obligations. 

Each  collection  letter,  even  in  series,  must  stand  alone ;  that  is,  in  an 
attitude  of  expectation  that  the  customer  will  pay  without  further  re- 
minder. The  debtor  must  feel  that  each  letter  is  the  last  the  firm  ex- 
pects to  write  in  collecting  his  account. 

The  following  are  the  first  four  letters  sent  by  one  business  concern  to 
another.  They  illustrate  in  brief  the  cardinal  principles  underlying 
the  writing  of  collection  letters. 

The  first  letter,  mailed  September  10 : 

Gentlemen : 

Doubtless  you  have  overlooked  our  invoice  of  July  5  which 
amounts  to  $280.50.  On  our  net  60  days'  basis  this  became  due 
on  September  3. 

If  you  find  our  invoice  to  be  correct  an  early  payment  will 
be  appreciated. 

The  above  letter  is  a  courteous  reminder  that  the  bill  has  not  been 
paid.  It  gives  the  pertinent  facts  concerning  the  amount  of  the  bill  and 
the  length  of  time  overdue,  facts  which  are  repeated  for  the  customer's 
information  in  each  of  the  subsequent  letters  of  the  series.  The  cor- 
respondent takes  the  attitude  that  non-payment  of  the  bill  is  due  to 
oversight :  ' '  Doubtless  you  have  overlooked  our  invoice  of  July  5  which 
amounts  to  $280.50."  He  makes  clear  to  the  customer  that  failure  to 
pay  the  bill  promptly  constitutes  an  unusual,  if  not  a  serious,  situation. 
Care  is  taken,  however,  to  avoid  impugning  the  customer's  good  faith  in 
meeting  his  obligations. 

The  second  letter,  mailed  September  20 : 

Gentlemen : 

On  September  10  we  wrote  you  concerning  your  overdue  ac- 
count of  July  5  amounting  to  $280.50. 


418  COLLECTION  LETTERS 

Since  we  have  not  heard  from  you,  we  are  wondering  whether 
there  are  some  items  on  the  bill  that  are  not  clear.  We  are  there- 
fore, inclosing1  a  duplicate  copy  of  the  invoice.  Please  check  it 
over  carefully  and  see  if  each  item  tallies  with  your  records.  If 
not,  write  us  frankly  and  we  shall  be  glad  to  correct  any  error. 
Otherwise  we  shall  expect  immediate  payment. 

Having  read  the  first  letter  of  the  collection  series,  the  customer  is 
aware  that  the  bill  is  overdue ;  it  is  no  longer  likely  that  non-payment 
is  due  to  an  oversight.  The  second  letter,  therefore,  generally  assumes 
that  he  must  have  some  other  reason  for  failure  to  pay.  As  a  rule  the 
purpose  of  this  second  letter  is  to  open  the  way  to  the  customer  for  an  ex- 
planation of  this  reason.  The  aim  is  twofold : 

(1)  To  eliminate  any  possibility  of  misunderstanding  that  might 
affect  adversely  the  friendly  relations  between  the  house  and 
the  customer. 

(2)  To  impress  upon  the  customer  the  fair-minded  attitude  of 
co-operation  that  marks  the  effort  of  the  house  to  collect  the 
bill. 

Note  that  the  tone  of  the  second  letter  is  more  insistent  than  that  of 
the  first.  The  more  urgent  expression,  "we  shall  expect  immediate  pay- 
ment," has  replaced  the  milder,  "an  early  payment  will  be  appre- 
ciated." 

The  third  letter,  mailed  October  1 : 

Gentlemen : 

Up  to  this  writing  no  answer  has  been  received  to  our  letters  of 
September  10  and  September  20,  requesting  payment  of  our  over- 
due invoice  of  July  5  for  $280.50. 

The  material  invoiced  in  this  transaction  was  shipped  to  you 
in  good  faith,  and  payment  for  it  was  arranged  for  on  definite 
terms,  which,  in  fairness  to  our  many  other  good  customers, 
should  without  exception  be  lived  up  to. 

We  do  not  feel  that  we  can  allow  you  a  further  extension  of 
time  on  this  account  and  request  that  you  send  us  your  check  for 
$280.50  to  be  received  not  later  than  Monday,  October  7. 

By  the  time  the  writing  of  the  third  letter  is  taken  up,  the  cor- 


PERSUASIVE  APPEAL  EMPLOYED  419 

respondent,  with  reasonable  certainty,  has  determined  two  things :  That 
the  non-payment  is  due  (1)  neither  to  oversight,  (2)  nor  to  some  reason 
the  customer  is  ready  to  offer. 

In  the  above  third  letter,  therefore,  the  correspondent  introduces  a 
persuasive  appeal  aimed  at  impressing  upon  the  customer  the  necessity 
of  meeting  his  just  obligations. 

The  second  paragraph  of  the  letter  contains  an  appeal  to  fair  play. 
In  addition  to  being  strongly  persuasive,  such  an  appeal  impresses  upon 
the  customer  the  fairness  of  the  house's  attitude,  a  fact  that  should  be 
kept  constantly  before  him,  particularly  now  that  more  vigorous  means 
of  collecting  the  overdue  account  may  soon  be  resorted  to. 

The  final  paragraph  contains  a  persuasive  appeal  to  fear.  While 
the  paragraph  does  not  voice  directly  a  threat  that  the  bill,  unless  paid 
promptly,  will  be  collected  by  drastic  means,  it  nevertheless  serves  no- 
tice upon  the  customer  in  such  a  positive  and  definite  way  as  to  let  him 
know  that  further  vacillation  upon  his  part  will  not  be  countenanced. 
Heading  between  the  lines,  he  can  see  that  unless  he  meets  his  obligation, 
legal  or  other  drastic  action  certain  to  injure  his  credit  standing  will 
be  taken.  Note  that  the  tone  of  the  letter,  although  severe,  is  by  no 
means  unfriendly. 

The  fourth  letter,  mailed  October  11 : 

Gentlemen : 

On  September  10,  September  20,  and  October  1,  we  wrote  a  cour- 
teous letter  calling  your  attention  to  your  account  of  July  5 
amounting  to  $280.50,  now  more  than  five  weeks  overdue.  We 
inclosed  a  duplicate  invoice  of  the  order  and  assured  you  that  we 
should  gladly  cooperate  in  clearing  up  any  misunderstanding 
that  might  exist.  To  none  of  these  letters  have  we  received  an 
answer. 

These  goods  were  carefully  selected  and  packed  in  strict  ac- 
cordance with  your  directions.  We  made  an  extra  effort  to  ship 
promptly,  as  you  told  us  that  your  need  was  urgent.  We  have 
in  fact  done  everything  in  our  power  to  extend  to  you  the  best 
of  service. 

We  have  assumed  that  the  order  was  placed  in  good  faith  on 
your  part,  and  even  now  we  are  loath  to  believe  that  you  do  not 
intend  to  meet  this  obligation.  Your  continued  silence,  however, 


420  COLLECTION  LETTERS 

compels  us  to  contemplate  taking  drastic  action  which,  we  realize, 
is  certain  to  affect  adversely  your  credit  standing.  Unless  we 
receive  your  check  for  $280.50  by  October  17,  we  shall  be  forced 
to  turn  your  account  over  to  the  National  Collection  Agency  with 
instructions  to  take  such  steps  as  may  be  necessary  in  enforcing 
immediate  payment. 

The  fourth  letter  contains  formal  notification  that,  unless  the  account 
is  paid  by  a  definite  date,  drastic  action  will  be  taken.  The  appeal  in 
the  letter  above  quoted  is  to  the  customer's  sense  of  fair  play,  and  to  his 
fear  of  losing  in  business  standing  through  injury  to  his  credit.  Note 
that  the  fair  attitude  of  the  house  is  given  full  emphasis,  the  burden  of 
responsibility  thus  being  placed  squarely  upon  the  shoulders  of  the  cus- 
tomer. 

All  the  above  letters  in  the  collection  series  convey  the  assumption 
that  the  payment  of  the  overdue  account  constitutes  a  just  obligation 
that  the  customer  may  in  no  wise  evade.  Again,  in  all  of  the  letters,  op- 
portunity is  taken  to  emphasize  the  fair  attitude  of  the  house  toward 
the  customer.  And,  finally,  in  all  of  the  letters,  pertinent  facts  con- 
cerning the  amount  of  the  bill  and  the  length  of  time  it  has  been  over- 
due, are  given.  These  three  elements  form  a  part  of  every  collection 
letter.  In  addition  to  employing  them,  the  correspondent  may  employ 
one  or  more  of  the  following  elements  whenever  the  purposes  of  any 
separate  letter  in  the  series  can  be  served  by  their  employment : 

(1)  Open  the  way  for  explanation  of  non-payment.     In  the  case 
of  a  customer  of  only  fairly  well  established  credit  standing, 
the  house  generally  offers  to  correct  any  error  that  might 
have  occurred  in  billing  the  goods.     In  the  case  of  an  old 
customer  of  well  established  credit  standing,  the  house  gen- 
erally offers  to  help  in  solving  any  financial  problems  that 
may  stand  in  the  way  of  prompt  payment.     This  latter  offer 
often  is  made  in  the  second  letter  and  then  is  developed  in 
more  detail  in  the  third  letter. 

(2)  Employ  a  persuasive  appeal. 

(a)  To  the  customer's  sense  of  fair  play. 

(b)  To  his  pride. 

(c)  To  his  fear  of  losing  in  business  or  social  standing 
through  injury  to  his  credit. 


OPENING  WAY  FOR  EXPLANATION  421 

(1)   Open  the  way  for  explanation  of  non-payment. 

In  the  second  letter  of  a  collection  series  quoted  on  pages  417-18, 
the  correspondent  gives  assurance  that  the  house  will  gladly  cooperate 
in  correcting  any  error  that  might  have  crept  into  the  bill.  Sometimes 
he  goes  a  step  farther  than  this  and  suggests  the  house's  willingness  to 
arrange  for  payment  on  easy  terms.  This  course  is  advisable  when 
the  debtor  is  a  customer  who  hitherto  has  been  prompt  in  meeting  his 
obligations.  It  eliminates  the  possibility  of  losing  the  friendship  of  a 
trustworthy  customer  who  for  good  reason  is,  for  the  time  being,  em- 
barrassed financially,  but  who  is  sensitive  about  appealing  for  more  time 
in  which  to  meet  his  obligations.  Once  the  house  has  indicated  to  the 
customer  its  willingness  to  help  him  out  of  financial  difficulties,  he  likely 
will  write  frankly  concerning  them.  Payment  of  the  bill  can  then  be 
set  ahead,  or,  better  still,  arranged  on  a  basis  of  installments.  Mean- 
while, working  on  a  cash  basis,  the  customer  will  continue  his  buying 
orders.  Thus,  cooperation  on  the  part  of  the  house  will  result  in  estab- 
lishing a  pleasant  and  permanent  business  friendship. 

There  is  such  hint  of  easier  terms  of  payment  in  this  brief  second 
letter  of  a  collection  series: 

Dear  Mr.   Smith: 

Most  of  the  goods  covered  by  your  June  purchases  reached 
you  60  days  ago.  By  this  time  they  should  have  resulted  in  sales 
to  the  amount  of  $257.11,  their  cost  to  you.  Should  this  not  be 
the  case,  do  not  hesitate  to  write  us  frankly,  as  a  knowledge  of  the 
situation,  with  our  experience,  will  doubtless  enable  us  to  decide 
on  a  satisfactory  solution. 

The  third  letter  in  a  collection  series,  if  it  is  written  to  a  firm  that 
is  an  old  and  valued  customer,  often  consists  of  a  further  and  more  de- 
tailed effort  to  induce  the  customer  to  bring  his  financial  problems  to 
the  house  for  solution  than  was  made  in  the  second  letter.  The  credit 
manager,  in  writing  such  a  third  letter,  should  make  use  of  all  available 
information  concerning  the  customer's  financial  situation.  For  ex- 
ample : 

Dear  Mr.  Smith : 

Since  you  have  always  been  prompt  in  the  payment  of  your 
accounts,  we  feel  sure  that  you  must  have  some  good  reason  for 


422  COLLECTION  LETTERS 

not  having  sent  us  your  check  for  goods  purchased  in  June.  This 
account,  amounting  to  $257.11,  was  due  for  discount  on  August 
10,  as  we  notified  you  in  our  letters  of  August  20  and  August  30. 
We  are  inclosing  a  duplicate  invoice  for  verification.  Please  let 
us  know  if  you  find  it  correct. 

We  recognize  the  fact  that  the  unexpected  drought  of  the  last 
two  months  might  well  cause  ranchers  in  your  vicinity  to  retrench 
financially  for  the  time  being.  It  has  occurred  to  us  that  possibly 
this  circumstance  has  prevented  you  from  making  your  collections 
as  promptly  as  otherwise  you  would  have  done. 

If  such  is  the  case,  do  not  hesitate  to  write  us  frankly.  A  clear 
understanding  of  the  situation,  with  our  experience  of  long  stand- 
ing, will  no  doubt  enable  us  to  offer  a  satisfactory  solution. 

In  granting  easy  payment  terms  to  a  customer  of  well  established 
credit  standing,  a  letter  similar  to  the  following  is  written: 

Dear  Mr.  Smith : 

We  were  glad  to  receive  your  letter  of  September  15  setting 
forth  frankly  the  circumstances  that  have  made  it  impossible  to 
settle  your  account  with  us  before  this  time.  You  have  given  us 
a  clear  understanding  of  the  situation  and  we  are  pleased  to  co- 
operate with  you  in  arriving  at  a  satisfactory  solution. 

You  say  that  your  collections  are  coming  in  more  rapidly  now. 
Please  let  us  know,  on  this  basis,  what  amount  you  can  arrange 
to  pay  monthly  on  your  present  account.  By  making  regular 
payments  on  this  account,  you  can  in  the  meantime  order  any 
goods  you  may  desire  up  to  a  reasonable  figure  and  pay  for  them 
on  receipt  of  the  statement  each  month.  By  this  plan,  we  shall 
be  enabled  to  continue  doing  business  with  you  on  our  long-estab- 
lished friendly  basis. 

You  may  be  sure  that  we  stand  ready  to  assist  you  in  every  pos- 
sible way. 

(2)   Employ  a  persuasive  appeal. 

The  persuasive  appeal  may  be  limited  to  a  sentence  or  two,  such  as : 

You  owe  it  to  yourself,  as  well  as  to  us,  to  settle  this  account 
before  we  are  compelled  to  take  drastic  action.  (Appeal  to 
fear.) 


APPEAL  TO  FAIR  PLAY  423 

We  have  acted  fairly  from  the  beginning  of  this  transaction; 
we  have  done  our  part.  Have  you?  (Appeal  to  fair  play.) 

The  fact  that  hitherto  you  have  always  been  prompt  in  meeting 
your  obligations  indicates  that  you  take  a  just  pride  in  your  credit 
standing.  (Appeal  to  pride.) 

Every  evidence  points  to  the  high  regard  in  which  you  hold 
your  credit  standing,  and  it  is  therefore  with  confidence  that  we 
await  your  early  reply.  (Appeal  to  pride.) 

A  letter  may  consist  almost  entirely  of  a  persuasive  appeal  to  fair 
play,  as  is  the  case  with  the  following  third  letter  of  a  collection  series : 

Dear  Sir: 

In  all  fairness,  ought  it  be  necessary  for  us  to  write  again  and 
request  a  check  for  $56.21  to  cover  a  balance  now  forty  days  over- 
due? 

There  is  but  one  answer  and  you  can  make  it  by  simply  attach- 
ing your  check  to  this  letter  and  mailing  it  at  once. 

Will  you  be  fair? 

The  following  fourth  letter,  written  to  an  especially  obdurate  cus- 
tomer, is  devoted  to  an  appeal  to  pride : 

Dear  Sir: 

You  are  justly  proud  of  your  business  standing,  proud  of  the 
reputation  you  have  among  your  business  associates  as  a  man  who 
meets  his  just  obligations  squarely  and  discharges  them  promptly. 
Every  dealing  we  have  had  with  you  in  the  past  indicates  that. 

Under  these  circumstances,  we  feel  sure  you  will  realize  it  is  to 
your  best  interests,  as  well  as  to  ours,  that  you  settle  up  at  once  that 
April  account  amounting  to  $380.21,  and  thereby  avoid  compell- 
ing us  to  resort  to  drastic  action. 

Your  business  reputation  is  entirely  too  good  for  you  to  risk  in- 
jury to,  by  continued  neglect  and  carelessness. 

Wrap  a  check  in  this  letter,  put  it  in  the  inclosed  envelope  and 
start  it  on  its  way  to  us — now.  Thank  you!  We  felt  sure  you 
would. 

The  fourth  letter  next  quoted,  emphasizes  the  appeal  to  fear  of  losing 
in  business  standing : 


424  COLLECTION  LETTERS 

Dear  Sir: 

No  one  enjoys  having  his  business  associates  know  that  he  is 
being  "dunned"  for  an  overdue  account. 

No  one  enjoys  the  awkward  situation  that  results  from  the  call 
of  a  representative  from  a  colle-ction  agency. 

That  sort  of  thing  hurts  a  man 's  business  reputation ;  hurts  his 
self-respect. 

But  it  is  exactly  what  you  are  going  to  compel  us  to  bring  upon 
you  unless  you  pay  that  bill  of  $32  which  is  now  over  a  month 
and  a  half  past  due.  We  have  given  you  notification  that  this 
account  was  overdue,  on  three  different  occasions.  We  have  ex- 
pressed our  willingness  to  give  fair  consideration  to  any  explana- 
tion as  to  non-payment  that  you  might  have  to  offer.  And  yet 
you  even  have  n  't  answered  one  of  our  letters. 

There  is  just  one  possible  line  of  action  left  us.  Unless  we 
hear  from  you  by  Tuesday,  October  18,  we  shall  be  forced  to  turn 
the  account  over  to  the  National  Mercantile  Collection  Agency 
for  collection.  The  loss  of  business  standing  you  are  bound  to 
suffer  will  then  be  chargeable  alone  to  you. 

Let  us  co-operate  with  you  in  keeping  the  slate  clean.  Just 
put  your  check  in  the  inclosed  envelope  and  mail  it  NOW. 

The  appeal  to  fear  of  losing  in  credit  standing  is  more  briefly  stated 
in  the  following  paragraph  from  a  fourth  letter : 

As  you  possibly  know,  we  are  members  of  the  National  Manu- 
facturers' Audit  and  Collection  Association.  By  the  terms  of  our 
agreement,  all  accounts  that  are  more  than  60  days  overdue  must 
be  handed  over  to  the  association  for  collection.  We  do  not  wish 
to  take  such  action  in  your  case,  for  it  will  mean  that  the  record 
of  your  delinquency  will  be  circulated  among  the  large  jobbers 
and  manufacturers  throughout  the  country. 

The  following  paragraph,  included  in  a  fourth  collection  letter  writ- 
ten to  an  individual  customer,  constitutes  an  appeal  to  pride  as  well 
as  to  fear  of  losing  in  social  standing : 

If  we  can  not  learn  from  you  why  you  are  neglecting  this  ac- 
count, we  shall  be  forced  to  apply  for  information  to  your  friends 


APPEAL  TO  FEAR  425 

and  sponsors  whose  names  appear  on  your  original  request  for 
credit.  We  do  not  wish  to  take  up  an  investigation  that  would 
result  in  embarrassment  to  you,  nor  can  we  understand  your  at- 
titude in  compelling  us  to  take  such  a  step. 

The  persuasive  appeal  to  fear  in  losing  in  credit  standing  is  empha- 
sized in  the  following  letter: 

Dear  Sir: 

It  pays  to  maintain  a  sound  credit  standing.  We  ourselves  feel 
mighty  complaisant  to  be  able  to  ask  for  a  little  concession  or 
favor  from  someone  we  deal  with  and  to  know  that  we  can  get 
it.  Because  we  always  have  met  our  obligations  promptly,  the 
firms  we  deal  with  are  quick  to  show  their  appreciation  by  grant- 
ing what  we  ask. 

You  owe  us  $47.95,  now  considerably  overdue.  Do  not  impair 
your  credit  by  letting  it  stand  longer  on  the  delinquent  list. 

Pin  a  check  to  this  letter  and  mail  to  the  Kansas  City  Office. 

The  Harvey  Glove  Company  of  Denver,  Colorado,  employs  the  fol- 
lowing persuasive  appeal  in  a  collection  letter  and  sends  it  out  after 
previous  attempts  at  collecting  the  account  have  failed: 

Dear  Sir: 

If  a  mouse  ate  your  GRAIN, 
you  'd  CATCH  HIM 

If  a  man  took  your  WATCH 
you  'd  THRASH  HIM 
If  a  clerk  stole  your  CASH 
you  'd  JAIL  HIM 

But  say,  what  would  you  do  to  the  fellow  who  'd  RUIN  YOUR 
REPUTATION? 

Well,  someone  's  at  it. 

He  's  the  fellow  you  put  to  bed  LAST  o'  nights.  He  wears 
your  shoes,  and  combs  your  hair,  and  signs  your  checks.  Or, 
sometimes  he  does. 

We  've  been  trying  for  WEEKS  to  get  him  to  sign  one  for 
US.  He  knows  he  CAN,  and  he  knows  he  SHOULD — but  some- 
how he  doesn't  make  good.  He  seems  to  care  little  for  your 


426  COLLECTION  LETTERS 

REPUTATION    as    a    fair,    square,    honorable    business    man. 

So  he  's  damaging  it — and  WILL  RUIN  IT — if  you  don't  stop 
him. 

Might  be  a  good  idea,  for  you  to  STIR  HIM  UP  and  let  him 
know  that  you  are  NOT  THAT  KIND,  and  won't  have  anybody 
around  your  place  that  way. 

What  do  YOU  think? 

Cordially  yours, 

In  concluding  our  study  of  collection  letters,  we  shall  consider,  one 
by  one,  the  following  five  topics: 

(1)  The  house's  explanation  as  to  why  prompt  payment  of  all  ac- 
counts must  be  insisted  upon. 

(2)  Drastic  measures  taken  to  collect  over-due  accounts. 

(3)  The  sales  element  in  collection  letters. 

(4)  Collection  letters  written  to  customers  of  retail  stores. 

(5)  Collection  letters  written  to  individual  customers  who  have 
neglected  to  pay  petty  accounts. 

(1)  The  house's  explanation  as  to  why  prompt  payment  of  all  ac- 
counts must  be  insisted  upon. 

The  collection  correspondent  may  find  it  advisable  to  explain  frankly, 
from  the  house's  viewpoint,  the  reason  why  prompt  payment  of  all  ac- 
counts must  be  insisted  upon.  This  is  most  likely  to  be  effective  in  the 
case  of  a  customer  who  has  ample  finances  with  which  to  discharge  his 
obligations  but  who  is  reluctant  about  giving  up  any  part  of  his  working 
capital.  Such  appeal  must  not,  however,  give  the  impression  that  yaur 
firm  is  financially  embarrassed,  as  in  the  following  example: 

We  would  n  't  be  so  insistent  in  urging  collection  of  this  account 
if  it  were  n 't  for  the  fact  that  we  need  the  money  badly.  That  's 
the  plain  truth  of  the  matter.  And,  having  taken  you  into  our 
confidence,  we  know  that  we  can  rely  upon  you  and  our  other 
good  customers  to  help  us  out. 

Nor  should  it  contain  an  admission  that  overdue  accounts  are  the 
rule,  rather  than  the  exception  in  your  business,  as  in  this  paragraph: 

So  many  of  our  customers  have  been  behind  in  their  accounts 


TACT  IN  COLLECTION  LETTERS  427 

this  Spring  that  it  has  become  necessary  for  us  to  take  vigorous 
action  leading  to  collection  of  petty  accounts.  One  small  ac- 
count doesn't  amount  to  much,  but,  taken  in  the  aggregate,  the 
overdue  petty  accounts  we  carry  on  our  books  total  thousands 
of  dollars. 

The  paragraphs  quoted  above  are  certain  to  lower  the  house  in  the 
customer's  estimation.  They  should  be  replaced  with  a  logical  explana- 
tion that  does  not  cast  reflection  upon  the  financial  standing  of  the 
house,  as  follows : 

Dear  Sir : 

On  December  20,  December  30,  and  January  10,  we  wrote  you 
about  your  October  bill  amounting  to  $350.86,  now  more  than  five 
weeks  overdue.  We  have  received  no  reply. 

Under  present  day  competition,  we  are  able  to  keep  the  price 
of  the  finished  product  at  the  lowest  level  consistent  with  highest 
quality  only  by  making  our  collections  promptly  and  employ- 
ing the  proceeds  in  buying  large  quantities  of  raw  materials  at 
cash  prices.  You,  as  a  business  man,  will  appreciate  this  prin- 
ciple. 

This  further  proposition  will  also  appeal  to  you,  that  unless 
we  collect  our  accounts  as  promptly  as  do  our  competitors  theirs, 
we  shall  be  forced  to  do  business  at  a  higher  cost  and  our  price 
for  the  finished  product  will  go  up.  Our  customers — including 
yourself — will  be  placed  at  a  disadvantage  in  competing  with  the 
customers  of  our  competitors. 

In  fairness  to  our  customers,  we  must  therefore  insist  upon 
prompt  payment  of  all  accounts.  Knowing  that  you  are  in  a  posi- 
tion to  meet  your  financial  obligations,  we  feel  assured,  in  view 
of  the  foregoing  propositions,  that  you  will,  by  return  mail,  send 
us  a  check  to  cover  your  account. 

(2)  Drastic  measures  taken  to  collect  over-due  accounts. 

If  the  debtor  fails  to  respond  to  the  fourth  letter,  the  collection 
agency  may  then  write  a  letter  urging  him  to  avoid  injury  to  his  credit 
standing,  the  letter  also  expressing  a  willingness  to  take  up  with  the 
house  any  valid  reason  he  may  possibly  have  for  withholding  payment. 
Such  a  letter  contains  the  same  elements  as  the  fourth  letter  in  the  col- 


428  COLLECTION  LETTERS 

lection  series,  but  it  is  written  from  the  standpoint  of  a  third  and 
intermediating  party,  rather  than  from  the  standpoint  of  the  house.  It 
sometimes  is  followed  by  a  second  letter,  more  threatening  in  tone. 
This,  in  turn,  is  followed  by  a  brief,  formal  notice,  inclosed  with  a  dupli- 
cate of  the  bill : 

Dear  Sir : 

The  above  account  is  now  more  than  three  months  overdue. 
If  there  is  any  reason  why  we  should  not  report  adversely  upon 
your  credit  standing  to  the  National  Credit  Association,  we  must 
be  notified  within  ten  days. 

It  may  be  that  the  firm's  delinquent  accounts  are  handed  over  to  an 
attorney  instead  of  being  turned  over  to  an  agency  for  collection.  Most 
firm$,  however,  hesitate  to  institute  suit  in  court  against  a  debtor,  as  it 
gives  them  a  reputation  of  being  harsh  in  their  dealings  with  customers. 
Many  business  houses,  instead  of  at  once  placing  the  account  in  the 
hands  of  a  collection  agency,  or  in  those  of  an  attorney,  first  draw  a 
sight  draft  on  the  delinquent  customer.  The  final  sentence  in  the 
fourth  letter  then  reads: 

Unless  we  receive  your  check  by  October  17,  we  shall  be  com- 
pelled to  employ  a  draft  with  the  expectation  that  you  will  pro- 
tect it  when  presented. 

(3)   The  sales  element  in  collection  letters. 

The  principles  of  the  direct  sales  letter  frequently  enter  into  the 
collection  series.  It  may  be  that  the  customer  is  reluctant  about  meet- 
ing his  obligation  because  he  feels  that  the  goods  have  not  come  up  to 
his  expectations.  The  correspondent,  in  such  case,  should  attempt  to 
restore  confidence  by  a  brief  sentence  of  Proof,  such  as  "W.  J.  Ham- 
merly  of  Higleyville  sold  fifteen  cases  of  Apollo  fruits  last  month.  To- 
day we  got  his  order  for  fifteen,  more."  Likewise,  an  offer  of  service 
inducements,  to  assist  the  retailer  in  getting  the  goods  off  his  shelves, 
will  often  enlist  his  cooperation  and  result  in  his  paying  the  overdue 
account.  The  relation  between  the  sales  and  the  collection  departments 
is  an  intimate  one.  The  sales  department  can  furnish  interesting  items 
of  " sales  talk"  that  can  be  introduced  effectively  in  the  collection  series. 
Salesmen  on  the  road  can  supply  such  information  concerning  the  finan- 


THE  ELEMENT  OF  SAIES  TALK  429 

cial  situation  of  the  customer  as  will  enable  the  credit  manager  to  give 
to  the  collection  letter  a  personal  tone.  The  collection  department,  on 
its  part,  can  develop  permanent,  loyal  customers  by  maintaining  a  policy 
of  fair  dealing  in  collecting  accounts. 

A  paragraph  or  two  of  " sales  talk"  often  is  injected  into  the  first 
one  or  two  letters  of  the  collection  series.  This  practice  gives  assurance  to 
the  customer  that  there  has  been  no  interruption  of  the  friendly  relations 
that  have  existed  between  him  and  the  house,  and  thus  guards  against 
his  taking  offense  at  the  effort  of  the  house  to  collect  the  past  due  ac- 
t-omit, For  example,  in  the  first  letter  of  a  collection  series: 

Dear  Mr.  Johnson : 

I  noticed  on  going  over  the  books  today  that  your  February  ac- 
count of  $86.95  is  ten  days  past  due.  I  know  that  it  has  merely 
escaped  your  attention  and  I  shall  appreciate  your  forwarding 
us  a  check  as  soon  as  convenient,  as  this  will  enable  us  to  get  it 
closed  up  on  our  books. 

I  thought  of  you  yesterday  when  Mr.  Brown,  our  sales  manager, 
reported  at  the  monthly  conference  that  sales  of  Wrist-0-Lite 
Watches  have  more  than  doubled  since  the  previous  month. 

The  Wrist-0-Lite  has  been  on  the  market  a  little  over  four 
months.  It  is  accurate,  dependable,  and  attractive  in  appearance. 
Then,  too,  there  's  a  big  selling  point  in  the  fact  that  the  dial  is 
illuminated  at  night. 

Craig  will  show  you  the  Watch  when  he  is  in  Bakersfield  next 
month.  Or  you  can  write  us  direct.  Better  lay  in  a  stock. 
You  '11  find  it  a  real  seller. 

In  the  second  collection  letter,  the  " sales  talk"  is  limited  to  a  single 
paragraph  at  the  end,  as  follows: 

Dear  Mr.  Johnson: 

Since  I  haven't  heard  from  you  in  answer  to  my  letter  of 
March  20  reminding  you  of  your  overdue  February  account  of 
$86.95,  it  occurred  to  me  that  perhaps  there  are  some  items  on  the 
bill  that  are  not  clear  to  you.  I  am  sending  you  a  duplicate  bill 
so  that  you  may  check  the  various  items  against  your  books. 
Please  let  me  know  whether  or  not  you  find  any  error  that  has 
escaped  our  attention.  We  shall  be  glad  to  rectify  it  at  once,  or 


430  COLLECTION  LETTERS 

to  furnish  you  with  any  information  concerning  the  items  that 
you  may  want. 

If  you  find  that  the  account  is  correct  in  every  detail,  may  we 
not  expect  an  immediate  payment? 

Craig  will  be  in  Bakersfield  next  week.  Be  sure  to  get  him  to 
show  you  the  line  of  Wrist-0-Lite  Watches  I  spoke  to  you  about. 
They  're  proving  to  be  among  the  best  sellers  we  ever  put  out. 

(4)  Collection  letters  written  to  customers  of  retail  stores. 

The  individual  customer  who  has  little  knowledge  of  business  pro- 
cedure is  likely  to  resent  any  effort,  however  diplomatic,  to  effect  pay- 
ment of  a  past  due  account.  Customers  of  retail  stores  come  under  this 
classification.  The  first  two  collection  letters  sent  out  by  the  retail  mer- 
chant usually  consist  in  formal,  stereotyped  messages.  As  these  ob- 
viously are  form  notifications,  sent  out  to  all  customers  whose  accounts 
have  not  been  paid  promptly,  the  delinquent  customer  can  not  regard 
them  as  reflecting  upon  his  personal  honor.  The  first  notification  may 
consist  simply  in  a  duplicate  statement  of  the  bill  stamped  with  a  rub- 
ber stamp  to  this  effect : 

An  early  settlement  of  this  account  will  be  appreciated. 
Or,  the  first  and  second  notifications  may  consist  in  form  of  this  type,- 

Dear-  Madam : 

An  early  settlement  of  your  overdue  account,  which  we  are  in- 
closing will  be.  greatly  appreciated. 

Dear  Madam : 

According  to  our  records,  your  account  is  now  one  moaath  over- 
due. If  no  adjustment  is  necessary,  we  trust  you  will  favor  us 
with  a  check  in  settlement. 

If  these  notifications  are  printed,  they  appear  all  the  more  imper- 
sonal. The  retail  customer  failing  to  respond  to  the  first  two  notifica- 
tions, the  third  collection  letter  is  similar  in  plan  and  purpose  to  a  third 
letter  sent  to  any  other  individual  customer. 

(5)  Collection   letters  written    to    individual    customers   who    have 
neglected  to  pay  petty  accounts. 


COLLECTING  PETTY  ACCOUNTS          431 

The  five  collection  letters  next  quoted  are  of  a  type  effective  in  col- 
lecting petty  accounts  owed  by  the  individual  customer.  The  friendly 
tone  of  the  first  two  "reminders"  is  enhanced  by  the  altogether  human 
"stories"  the  correspondent  brings  in;  this  tone  prevents  the  individual 
customer's  resenting  the  firm's  endeavor  to  collect  an  account  which,  to 
the  customer,  might  well  seem  small  and  insignificant.  Later  letters, 
however,  go  into  detail  in  impressing  upon  the  reluctant  customer  the 
necessity  of  his  meeting  his  obligation.  A  red  string  is  slipped  through 
two  holes  in  a  perforated  card  inclosed  with  the  first  two  letters : 

I 

Dear  Mr.  Blank : 

Do  you  remember  how,  when  you  were  young  and  your  good 
folks  sent  you  down  town  after  something — they  were  very  likely 
to  tie  a  string  about  your  thumb  to  make  certain  you  would  not 
forget  ? 
.      Those  were  the  happy  days,  were  they  not? 

But there  's  no  reason  why  the  days  of  NOW  should  not 

be  as  happy,  and  it  is  just  as  certain  that  some  of  us  are  liable 
to  forget  the  little  things  of  today. 

Because  of  that,  we  are  sending  you  this  little  reminder — 
NOT  TO  FORGET  TO  PAY— the  enclosed  statement. 

We  hope  you  enjoy  the  smile  in  our  letter  and  that  we  may  have 
the  pleasure  of  hearing  from  you  promptly. 

Sincerely  yours, 

Tie  the  string 

and  you  won't  forget. 

II 

Dear  Mr.  Blank : 

Willie's  mother  had  just  given  her  little  boy  a  lecture  and  told 
him  that  his  every  act  was  known  to  God — that  God's  eye  fol- 
lowed him  wherever  he  went. 

Willie  went  down  the  street  ashamed  of  himself,  and  his  faith- 
ful Fido  followed  close  behind.  In  a  few  minutes  Willie  turned 
into  a  lane,  saw  the  dog,  and  then  delivered  himself  of  "Aw,  go 
on  home  and  quit  yer  follerin'  me  around.  Ain't  it  enuff  to  have 
God  wid  me  all  ther  time  without  you  taggin'  on  behind?" 

Now  we  don 't  want  to  be  taggin '  on  behind.    We  do  not  want 


432  COLLECTION  LETTERS 

to  annoy  or  bother  you  one  bit — but — we  do  want  to  remind  you 
that  we  have  sent  you,  already,  one  copy  of  the  enclosed  account 
and  we  would  be  pleased  to  have  your  prompt  settlement. 
When  will  you  oblige  us? 

Earnestly  yours, 
Yes,  that  's  a  piece  of  the  same 
string  we  sent  you  with  the  other 
letter.     It  will  prevent  you 
forgetting  this  time.     USE  IT. 

Ill 
Dear  Sir : 

Do  you  remember  the  story  of  Midas,  the  great  king  of  ancient 
days?  You  know  he  was  said  to  have  the  magic  touch — that 
everything  he  touched  turned  to  gold. 

Now,  if  we  had  the  touch  of  Midas,  we  'd  not  be  writing  you 
this  letter.  We  would  not  be  insisting  on  payment  of  the  amount 
you  are  owing  us — $8.50. 

But  a  contract  is  a  contract  and  should  be  lived  up  to.  If  we 
give  our  word  to  the  bank  to  pay,  we  have  to  be  right  there  with 
the  money  at  the  proper  time — or  if  we  are  not,  the  bank  uses 
the  law  on  us.  All  the  business  of  the  world  would  go  to  smash 
if  we  could  n  't  depend  on  the  sacredness  of  a  commercial  agree- 
ment. And,  in  order  that  we  may  make  our  payments  as  WE 
agree,  we  expect  you  to  pay  us  the  money  due  us.  That  's  fair, 
is  it  not  ? 

Frankly,  if  some  one  owed  you  the  money  that  is  due  us  from 
you — and  you  needed  it  just  as  we  do — wouldn't  you  go  after 
it  with  all  the  power  you  could  use?  To  be  sure  you  would. 
Then,  please,  treat  us  as  fairly  as  you  would  expect  to  be  treated 
and  save  us  from  adopting  harsher  methods.  Just  give  us  the 
square  deal. 

We  will  expect  your  prompt  remittance  of  $8.50. 

Earnestly  yours, 
IV 
Dear  Mr.  Blank: 

The  other  day  down  in  the  Justice's  Court  there  came  up  the 
settlement  of  a  collection  case.  One  man  originally  owed  but 


THE  THREAT  OF  DRASTIC  ACTION  433 

$28,  but  by  the  time  the  matter  had  been  put  into  the  hands 
of  lawyers — by  the  time  the  papers  had  been  served  and  the  case 
heard — by  the  time  the  attachments  had  been  issued  against  the 
man's  property — it  cost  him  $85. 

Now  then,  we've  tried  to  be  fair  with  you.  We  have  written 
you  several  times,  fairly,  and  squarely,  and  friendly,  for  we  do 
want  to  be  friends.  But,  if  you  do  not  take  some  steps  to  even 
up  that  little  matter  of  $8 

WE  WILL  HAVE  TO  PROTECT  OURSELVES  BY  GOING 
TO  LAW. 

Frankly,  what  IS  the  matter?  Why  not  come  in  and  talk 
things  over  with  us,  face-to-face?  We  are  not  unreasonable — 
we  will  be  as  fair  toward  you  as  you  are  to  us.  If  all  cannot  be 
paid  at  one  time,  tell  us  the  exact  conditions  and  we  '11  be  as  easy 
as  possible  under  the  circumstances. 

But — in  order  to  prevent  legal  proceedings,  we  will  have  to  have 
some  evidence  that  you  actually  intend  to  do  what  is  right  by  us. 

We  will  expect  to  hear  from  you  promptly. 

Sincerely  yours, 

V 

Dear  Sir: 

We  have  no  answer  to  our  letters 

And  have  registered  this  to  make  certain  of  personal  delivery 
so  that  in  the  event  of  suit  being  filed  against  you,  the  defense 
cannot  be  that  you  were  not  properly  notified. 

You  surely  do  not  recognize  the  position  in  which  you  place 
yourself  by  your  continued  neglect  to  pay  the  sum  of  $8.50  owing 
us.  You  are  surely  aware  that  the  grocers,  dry  goods  dealers  and 
other  merchants  are  fully  organized  and  the  debtor  who  does  not 
pay  his  just  debts  is  blacklisted  by  merchants,  doctors  and  other 
professional  people — the  very  ones  on  whom  you  may  have  to 
depend  at  critical  times.  You  surely  do  not  care  to  destroy  your 
reputation  for  honesty.  Then  take  care  of  this  matter  at  once,  for 
if  it  is  not  settled  by  the  end  of  next  week  our  lawyers  will  act. 

You  know  well  enough  that  when  a  judgment  is  entered  against 
a  debtor,  he  is  assessed  all  the  costs  and  that  these  are  often 
greater  than  the  original  debt — that  all  services,  subpoenas,  court 


434 


COLLECTION  LETTERS 


costs,  attachments,  judgments,  executions  and  lawyer  fees — all 
these  are  charged  against  you  and  your  property  when  it  is  sold 
to  justify  claims.  You  will  have  to  act  quick  to  save  all  this. 

We  are  willing  to  do  anything  in  our  power  to  adjust  this  on  a 
friendly  basis  and  your  best  course  is  to  come  into  this  office  at 
once  and  see  us.  If  for  any  reason  this  is  impossible,  then  write 
right  away,  telling  us  what  you  '11  do. 

It  is  UP-TO-YOU  to  act  NOW— ten  days  time  only  can  be 
given — after  that  the  LAW  and  its  expense.  Why  not  act  now? 
Insistently  yours, 


CHAPTER  XXXI 

HOUSE  INSTRUCTIONS  TO   CORRESPONDENTS 
OUTLINE 

(I)   Clearness,  courtesy,  brevity,  honesty. 
(II)   Hackneyed  diction. 
(Ill)   Form  paragraphs. 


CHAPTER  XXXI 

HOUSE   INSTRUCTIONS   TO   CORRESPONDENTS 

GENERAL   INSTRUCTIONS 

CHALMERS   MOTOR   CO. 

NEVER  forget  that  the  letters  which  go  out  from  the  Chalmers  fac- 
tory represent  the  Chalmers  Motor  Company.  When  you  are 
writing  a  business  letter,  the  company  is  speaking  through  you.  The 
recipient  of  the  letter,  perhaps,  has  never  met  a  single  person  connected 
with  the  factory.  He  gets  his  impression  of  the  Chalmers  Company 
from  the  letter  you  write  him.  Hence,  it  is  very  important  that  the 
letters  which  go  out  shall  be  the  best  letters  it  is  possible  to  write.  .  .  . 

In  a  sense,  all  letters  which  go  out  from  the  factory  are  sales  letters. 
We  are  in  business  to  make  sales.  Sales  are  the  result  of  confidence. 
We  gain  the  confidence  of  people  by  treating  them  right;  by  being 
courteous  to  them ;  by  being  accurate,  straightforward,  and  honest  in  all 
our  dealings.  Not  every  person  with  whom  we  come  into  contact  is 
a  possible  purchaser  of  a  Chalmers  car,  but  everyone  is  a  possible  influ- 
ence toward  the  purchase  of  a  car.  You  never  know  when  a  word 
dropped  by  someone  will  mean  the  making  or  the  losing  of  a  sale. 

We  are  able  to  employ  help  and  pay  salaries  because  people  are  will- 
ing to  pay  money  for  Chalmers  cars.  The  salary  of  every  person  in  this, 
institution  comes  out  of  the  sale  of  cars.  If  sales  stop  everything  stops. 
The  object  of  every  communication  which  goes  out  of  the  factory,  there- 
fore, should  be  the  gaining  and  holding  of  the  confidence  of  the  person 
to  whom  it  is  sent.  .  .  . 

Four  qualities  are  essential  to  a  good  letter.     They  are : 

1.  Clearness. 

2.  Courtesy. 

3.  Brevity. 

4.  Honesty. 

437 


438  HOUSE  INSTRUCTIONS 

Clearness — Letters  are  written  to  convey  thought.  It  is,  therefore,  essen- 
tial that  the  thought  which  the  reader  gets  should  be  the  same  as 
that  which  the  writer  desires  to  convey.  Hence,  your  thought  should 
be  expressed  in  language  which  the  reader  can  understand.  This 
means  that  your  language  should  be  simple;  your  words  should  be 
correct  words,  forceful  words.  Your  spelling  and  grammar  should 
be  correct.  Try  to  express  "big  ideas  with  little  words."  When 
writing  a  letter,  put  yourself  in-  the  place  of  the  person  to  whom  you 
are  writing.  Ask  yourself,  "Would  I  understand  that?  Would 
it  give  me  the  information  I  desired?" 

Courtesy,  either  in  writing  or  a  personal  interview,  is  something  that 
draws  men  together  quickly.  It  creates  a  feeling  of  mutual  respect 
and  contributes  much  toward  the  right  adjustment  of  the  world's 
difficulties.  Courtesy  is  not  merely  manner.  It  springs  from  a 
kindly,  generous,  sympathetic  attitude  toward  people.  You  cannot 
be  courteous  merely  by  using  polite  expressions.  You  must  have  a 
courteous  feeling,  a  generous  regard,  for  the  other  fellow,  and  then 
try  to  say  what  you  have  to  say  to  him  in  the  same  kindly  way  you 
would  like  to  have  it  said  to  you.  Discourtesy  is  responsible  for 
a  good  share  of  business  misunderstandings.  No  company  and  no 
individual  is  big  enough  to  dispense  with  courtesy. 

Brevity  is  a  desirable  quality  in  a  letter  provided  that  the  letter,  though 
brief,  shall  say  all  that  it  is  really  necessary  to  say.  Do  not  be  brief 
at  the  expense  of  clearness.  If  it  requires  a  long  letter  to  cover  the 
subject  in  hand,  write  a  long  letter,  but  be  very  sure  that  a  long  let- 
ter is  really  required.  Most  letters  are  longer  than  they  need  be 
because  most  people  have  acquired  the  habit  of  using  a  lot  of  need- 
less expressions  in  letter  writing.  ...  By  omitting  these  needless 
expressions  and  by  expressing  your  thoughts  simply,  you  will  go  far 
toward  achieving  the  much  desired  result — a  letter  which  is  at  the 
same  time  brief  and  complete. 

Honesty — All  really  successful  business  is  founded  upon  honesty.  "A 
man  in  business  nowadays  is  nothing  short  of  a  fool  if  he  is  any- 
thing but  honest." 

We  want  our  letters  to  be  accurate  statements  of  fact.  We  want 
to  live  up  to  the  promises  we  make.  We  want  to  tell  the  truth.  We 
are  proud  to  say  that  the  public  generally  believes  any  statements 
that  the  Chalmers  Motor  Company  makes  are  true  statements.  We 


RESOLVE  TO  BE  FAIR  439 

want  to  retain  that  good  opinion,  and  every  letter  that  goes  out  from 
the  factory  should  strengthen  it. 

If  you  keep  constantly  in  mind  the  desire  of  the  company  to  be 
absolutely  fair,  your  letters  will  sound  honest.  They  will  have  the 
ring  of  sincerity.  An  honest  letter  comes  from  an  honest  heart.  A 
letter  without  sentiment  is  like  a  man  without  feeling.  Sentiment, 
however,  should  never  be  permitted  to  overstep  the  bounds  of  dig- 
nity. Perhaps  the  best  way  to  express  it  is  to  say  that  you  should 
never  forget  the  human  side  of  business. 

Business  is  not  merely  made  up  of  dollars  and  cents  and  pounds 
of  steel  and  gallons  of  gasoline.  Business  is  human  intercourse  for 
mutual  benefit.  Let  us  not  forget  that  the  man  we  are  writing  to  is 
a  real  man  like  ourselves.  Let  us  never  treat  him  differently  in  a 
letter  than  we  would  treat  him  if  he  were  present  in  person. 

CRANE  co. 

Clearness — Do  not  use  words  to  conceal  thought,  but  to  express  it,  and  it 
will  be  found  generally  that  the  simplest  words  are  the  most  ex- 
pressive. Avoid  all  words  capable  of  a  double  construction. 

When  an  inquiry  is  clouded  in  its  meaning  and  seems  to  suggest 
varying  and  conflicting  constructions,  let  time  and  correspondence 
be  economized  by  sending  answers  in  harmony  with  these  differences, 
instead  of  saying,  "We  do  not  understand  your  inquiry,"  and  thus 
compelling  a  second  letter. 

For  example,  let  the  answer  read,  ' '  We  do  not  understand  clearly 

your  inquiry  but  if  it  is  intended  to  be ,  our  answer  is ;  or, 

if  you  mean ,  we  would  say  that . ' ' 

As  an  illustration,  one  may  have  a  request  for  the  price  of  a  cer- 
tain size  of  pipe,  and  yet  find  the  figures  so  obscure  that  he  cannot 
determine  whether  l1/^  inch  or  1^2  inch  pipe  is  desired. 

Instetad  of  losing  time  for  both  the  house  and  the  customer,  let  the 
answer  quote  the  price  of  both,  or  several,  sizes. 

Again,  the  writer  may  ask  for  prices  of  galvanized  pipe  and  the 
accompanying  fittings,  but  not  state  whether  the  fittings  are  to  be 
plain  or  galvanized.  Whatever  the  presumption,  it  will  be  well  to 
give  quotations  of  both  kinds  and  thus  avoid  the  possibility  of  either 
a  delay  or  a  mistake. 


440  HOUSE  INSTRUCTIONS 

B.    F.    GOODRICH    RUBBER    CO. 

Clearness — A  correspondent  who  fails  to  think  clearly  cannot  write 
clearly.  To  write  a  customer  and  say  that  our  goods  are  made  of  the 
"finest  material"  and  "highest  in  quality"  is  to  produce  an  in- 
definite letter.  These  broad  claims  do  not  give  the  reader  a  clear  or 
convincing  idea  about  our  products.  A  large  per  cent  of  the  mail 
he  receives  may  contain  similar  statements.  It  is  better  to  tell  him 
from  his  point  of  view  how  a  belt,  tire,  adjustment  or  other  service 
we  are  attempting  to  render,  is  best  or  highest  in  quality. 

A  remedy  for  lack  of  clearness  in  our  letters  is  to  plan  and  organ- 
ize them  before  dictation  begins.  ...  To  study  a  problem  is  a  man 's 
task.  To  make  someone  else  understand  it  is  a  greater  one.  Don 't 
attempt  both  at  once. 

Organize  and  plan  the  wording  of  your  letters.  Know  what  the 
letter  should  contain  before  you  start  to  dictate.  .  .  . 

Each  paragraph  should  deal  exclusively  with  one  phase  of  the 
general  subject.  Do  not  make  the  transition  between  paragraphs 
too  abrupt,  but  see  that  there  is  an  orderly,  logical  progression  of 
ideas  from  paragraph  to  paragraph,  and  from  sentence  to  sentence. 

B.   F.    GOODRICH   RUBBER   CO. 

Courtesy — Courtesy  is  the  oil  that  lubricates  the  parts  of  the  business 
machine.  Courtesy  is  even  more  essential  in  letters  than  in  face-to- 
face  conversation.  There  is  no  other  quality  in  our  letters  that  can 
do  so  much  to  build  up  good-will  for  the  B.  F.  Goodrich  Rubber  Com- 
pany as  courtesy ;  nothing  can  tear  it  down  so  quickly  as  discourtesy. 
Many  seemingly  disagreeable  things  must  be  done  by  letter. 
Money  must  be  collected ;  complaints  made ;  credit  refused.  These 
things  should  be  done  in  a  way  that  paves  the  way  for  future  friendly 
relations.  They  can  be  if  courtesy  is  employed.  Courtesy  takes  the 
sting  out  of  what  would  otherwise  be  unpleasant  reading.  An 
honorable  letter,  devoid  of  smartness,  which  seeks  to  give  the  other 
man  a  square  deal,  will  gain  his  respect  for  you  and  minimize  his 
antagonism  toward  our  company.  .  .  . 

But  politeness  can  be  overdone.  A  letter  that  is  overflowing  with 
"please"  and  "kindly"  is  repulsive.  Do  not  be  servile  in  your 
letters.  Go  as  far  as  strict  courtesy  demands,  and  possibly  a  little 


HONESTY  IN  BUSINESS  LETTERS  441 

farther,  but  do  not  go  so  far  as  to  excite  the  contempt  of  the  reader. 
We  like  to  be  asked  politely  to  do  things,  but  we  do  not  want  people 
to  fawn  on  us. 

LORD   &    THOMAS 

Honesty — It  is  so  refreshing  to  receive  a  business  letter  that  manifestly 
has  no  reserves,  no  equivocations,  no  subtle  hiatuses,  no  double  en- 
tendres,  no  phrases  that  mean  two  or  three  things,  no  manifest  eva- 
sions, but  which  goes  straight  to  the  point  as  an  arrow  to  the  target. 
There  are  such,  and  they  are  those  that  influence  business  quicker 
and  more  consequentially.  It  is  so  much  the  better  policy  to  write 
honest  letters.  Even  poor  goods  are  the  easier  sold  if  the  truth  is 
unflinchingly  told  about  them,  and  the  price  made  to  fit  the  degree 
of  poorness.  The  deceptive  letter  returns  to  the  writer,  bringing 
toll.  In  the  long  run  the  percentage  of  profit  in  business  is  higher 
for  the  honest  man  than  for  the  "skin,"  and  in  the  long  run  the  man 
who  writes  honest  letters  gets  more  for  his  pains  than  the  man  who 
tries  to  cloak  his  evil  designs  with  plausibly  false  letters. 

HINTS   TO    CORRESPONDENTS 
CHALMERS   MOTOR   CO. 

Acknowledge  all  letters  the  day  they  are  received.  This  should 
be  an  invariable  rule.  If  final  answer  cannot  be  made  to  the  letter 
the  day  it  is  received,  at  least  acknowledge  it  that  day  and  follow  as 
soon  as  possible  with  a  complete  answer. 

Don't  keep  letters  "put  away"  in  your  desk.  Attend  to  them.  Do 
the  hard  ones  first.  They  only  grow  harder  if  you  put  them  oft3.  Lay 
a  hard  letter  aside  "till  tomorrow"  and  you  not  only  do  not  lessen  the 
difficulty  of  that  one,  but  make  all  of  "tomorrow's"  letters  harder,  too. 
Do  today 's  work  today. 

Run  through  your  bunch  of  mail  the  first  thing  and  pick  out  the  most 
important  letters  and  the  ones  hardest  to  answer  and  concentrate  on 
them  until  they  are  satisfactorily  handled.  If  answering  them  requires 
you  to  get  special  information,  set  out  at  once  to  get  it — and  get  it 
straight  before  you  start  to  dictate. 

If  any  require  you  to  get  decisions  from  your  superior  officers,  get 
them  as  early  as  you  can.  If  the  superior  officer  will  need  previous 


442  HOUSE  INSTRUCTIONS 

correspondence  or  special  information  in  order  to  make  a  decision,  get 
it  for  him  before  you  go  to  him.  This  will  save  his  time  and  yours. 

If  any  of  the  letters  require  definite  decision  on  material  points  by 
you — Think — consider  carefully  and  fairly — and  decide !  Decide  today, 
provided  all  the  facts  are  before  you. 

Today  is  the  most  important  day  that  ever  was.  Tomorrow  when  it 
comes  will  call  for  enough  decisions  of  its  own.  The  chances  are  that 
the  decision  made  today  about  the  letter  you  are  tempted  to  hold  will 
be  as  good  as  one  made  tomorrow  or  next  week. 

"Procrastination  is  the  thief  of  time —  '  and  the  chief est  enemy  to 
success.  So  decide  things  that  are  up  to  you  to  decide.  Act !  Energize 
yourself !  Get  things  done ! 

Carefully  read  each  letter  before  answering  it.  Be  sure  you  under- 
stand just  what  the  other  man  wants-  to  know  before  you  try  to  tell  him. 

Have  the  facts  in  hand,  know  what  you  are  going  to  say,  before  you 
start  to  dictate. 

In  answering  a  letter  be  sure  to  answer  all  the  questions  it  contains. 
Nothing  is  more  annoying  to  your  correspondent  and  nothing  wastes 
more  time  than  for  you  to  overlook  some  of  the  things  that  have  been 
asked. 

When  you  have  a  complicated  case,  one  on  which  three  or  four  letters 
have  been  written,  and  your  correspondent  still  remains  persistent — 
satisfy  yourself  before  writing  again  that  you  have  not  made  some  pre- 
vious mistake. 

When  you  answer  only  a  part  of  a  letter,  intending  to-  answer  the 
rest  later,  be  sure  to  mention  this  fact  in  your  reply. 

In  writing  to  a  dealer  or  salesman,  be  careful  never  to  say  anything 
that  will  irritate  or  discourage  him,  thereby  unfitting  him  for  work  or 
lessening  his  efficiency.  Remember  the  dealers  are  the  men  who  keep 
the  factory  going,  and  they  are  entitled  to  the  utmost  respect  and  con- 
sideration. 

Be  courteous,  sympathetic  and  g'enerous  in  letters  dealing  with  a 
complaint.  If  you  have  made  a  mistake,  be  frank  and  manly  enough  to 
admit  it,  and  do  your  best  to  correct  it.  If  a  mistake  has  been  made 
and  someone  calls  your  attention  to  it,  don't  get  on  the  defensive.  En- 
deavor to  find  out  the  cause  of  the  err"or  and  avoid  a  repetition. 

In  signing  letters  make  it  a  p'oint  to  write  your  name  so  plainly 
that  it  can  be  read  at  a  glance.  Those  who  get  your  letters  haven't 


AVOID  INACCURACIES  443 

time  to  decipher  an  illegible  signature,  and  you  really  have  n't  the  right 
to  ask  them  to.  If  your  signature  is  one  of  those  works  of  art  which 
are  written  to  be  recognized  and  not  read,  have  your  stenographer  write 
your  name,  instead  of  your  initials,  at  the  lower  left-hand  corner  of  the 
letter. 

Sign  your  letters  with  a  pen  instead  of  with  a  rubber  stamp.  This 
gives  the  letter  a  touch  of  personality.  It  reminds  your  correspondent 
that  he  is  reading  a  personal  message  from  a  live  person. 

Avoid  the  absurd  practice  of  sending  out  letters  stamped,  "Dictated 
but  not  read  by  Mr.  Jones."  Elbert  Hubbard  well  says  that  such  a  letter 
deserves  to  be  returned  marked,  "Opened  but  not  read  by  Mr.  Smith." 
There  is  something  discourteous  to  the  recipient  in  sending  out  a  letter 
that  you  do  not  think  enough  of  to  sign,  and  something  wrong  with  your 
stenographer  or  assistant  if  in  case  of  emergency  you  are  not  willing 
to  let  them  sign  your  letters  with  your  name  and  their  initials. 

Inaccuracy  kills  both  time  and  business.  If  a  man  has  waited  several 
days  for  an  answer  to  a  letter  and  then  you  give  him  the  wrong  answer, 
he  is  worse  off  than  in  the  beginning.  Get  things  straight. 

Do  not  apologize;  be  frank.  We  should  have  nothing  to  apologize 
for.  Be  sure  you  are  right  and  just  in  a  decision.  Then  an  apology  is 
unnecessary.  A  spirit  of  apologizing  and  extenuating  in  a  letter  always 
leaves  the  recipient  unsatisfied. 

Be  courteous  but  do  not ' '  smear  it  on. "  It  is  all  right  to  say  to  a  man, 
"I  shall  appreciate  it  very  much  if  you  will  do  so  and  so."  But  when 
you  say,  ' '  I  would  appreciate  it  very  much  if  you  will  be  so  kind  as  to 
please  do  this,"  you  are  going  too  far.  Know  the  difference  between 
courtesy  and  ' '  soft  soap ' '  and  realize  that  soft  soap  is  not  appreciated  out 
of  its  natural  place. 

WORDS  AND   EXPRESSIONS   TO  BE  AVOIDED 

(Compiled  from  lists  made  up  by  Goodyear  Tire  and  Rubber  Co., 
Chalmers  Motor  Co.,  and  B.  F.  Goodrich  Rubber  Co.) 

As  per,  as  in  the  expression,  "As  per  your  request."     Say 

instead,  "As  you  request,"  or,  "in  accordance  with  your 
Hackneyed  ,  ,, 

request. 

At  hand,  as  in  the  sentence,  "Your  letter  of  January  21 
is  at  hand." 


444  HOUSE  INSTRUCTIONS 

Attached  hereto.     The  "hereto"  is  superfluous. 

Beg  to  acknowledge,  Beg  to  remain,  Beg  to  advise.  Never 
"beg"  to  do  anything. 

Complaint.     This  is  a  harsh,  disagreeable  word ;  avoid  it. 

Contents  noted  and  duly  filed.  This  is  an  old,  and  useless  ex- 
pression. The  reader  takes  it  for  granted  that  you  have  noted 
the  contents  of  his  letter  and  filed  it. 

Esteemed  favor.  "Esteemed"  is  an  artificial  word;  also  it  is 
outworn  by  constant  use. 

Even  date,  as  in  the  expression, ' '  Your  letter  of  even  date. ' ' 

Give  the  exact  date  of  the  letter  you  are  answering. 

Favor,  as  in  the  expression,  "Your  favor  of  April  9  has  been 
received. ' ' 

This  word  hints  of  charity.  Say  "It  is  a  pleasure  to  furnish 
you  the  information  concerning  our  model  #10  phonograph,  as 
requested  in  your  letter  of  April  9."  Or,  "We  thank  you  for 
your  order  of  April  9." 

Inclosed  herewith.     The  "herewith"  is  superfluous. 

Say,  "You  will  find  inclosed,"  or,  "We  are  inclosing." 

Inst.,  as  in  the  expression,  "  Your  letters  of  the  12th  inst." 
This  is  a  formal  abbreviation,  foreign  to  everyday  usage. 

Say,  "Your  letter  of  December  12,"  or,  "Your  letter  of  the 
12th." 

Kind  favor,  as  in  the  expression  "We  thank  you  for  your  kind 
favor  of  August  18."  This  expression  is  too  humble  in  tone. 

Say,  "We  thank  you  for  your  order." 

Kindly  oblige,  as  in  the  expression,  "Kindly  oblige  us  by  send- 
ing this  information. ' ' 

Say,  more  naturally,  "We  shall  appreciate  your  furnishing  us 
this  information." 

Same,  as  in  the  expression,  "Your  order  has  been  received  and 
we  thank  you  for  same. ' ' 

Use  instead  the  pronoun,  as  you  would  in  conversation,  "and 
we  thank  you  for  it. ' ' 

Take  the  liberty.  This  is  a  ridiculous  expression  that  should 
never  be  used  in  business,  or  social,  correspondence. 

Thank  you  agdin.  Thank  the  customer  cordially,  once — that  is 
sufficient. 


HACKNEYED  EXPRESSIONS  445 

Thank  yon  in  advance,  as  in  the  expression,  "We  thank  you  in 
advance  for  your  cooperation."  It  is  impossible  to  thank  a  man 
"in  advance"  for  a  courtesy  not  yet  extended. 

Say,  "We  shall  appreciate  your  cooperation,"  employing  the 
future  tense, 

Ult*     The  same  rule  applies  here  as  to  "inst. " 

Valued,  as  in  the  expression,  "Your  valued  favor,"  or,  "Your 
valued  order." 

Would  advise.  Would  state.  Would  suggest.  These  expres- 
sions are  useless,  when  employed  as  follows : 

"Would  advise  that  your  order  will  be  shipped  on  June  8." 
"  Would  state  that  we  are  glad  to  cooperate  with  you  in 
•every  possible  way. ' ' 

"Would  suggest  that  you  let  us  handle  this  order  direct." 

These  expressions,  briefly  written,  would  read: 

"Your  order  will  be  shipped  on  June  8." 
"We  are  glad  to  cooperate  with  you  in  every  possible 
way." 

"We  suggest  that  you  let  us  handle  this  order  direct." 

In  writing  the  letter,  do  not  leave  out  the  subject  of  a  sentence, 

or  a  part  of  the  verb  form,  as  you  would  in  writing  a 
Omissions 

telegram. 

Wrong:  "Expect  to  ship  your  order  #23956  on  June  6." 
Correct: "  We  expect  to  ship  your  order  #23956  on  June  6." 
Wrong:  "Your  order  of  June  6  received." 
Correct:  "Your  order  of  June  6  has  been  received." 
The  main  thought  in  your  opening  sentence  should  emphasize 
Beginning        courtesy,  service,  or  "sales  talk."     The  acknowledgment  of 
of  the  the   letter  you   are   answering,    and   its   date,    should   be 

Letter  brought  in  only  incidentally. 

Weak:  "We  acknowledge  receipt  of  your  inquiry  of  July  1 
concerning  Lorraine  Tubes.  It  is  a  pleasure  to  furnish  you  full 
information." 

More  forceful :  "  It  is  a  pleasure  to  furnish  you  full  information 
concerning  Lorraine  Tubes,  as  requested  in  your  letter  of  July  1." 


446  HOUSE  INSTRUCTIONS 

The  following  are  typical  examples  of  "hackneyed,"  ineffective 
openings : 

We  leg  to  acknowledge  receipt  of  your  favor  of  the  29th  ult., 
and  in  reply  permit  us  to  advise. 

Referring  to  yours  of  the  16th  i-mt. 

Yours  of  the  26th  at  hand. 

Your  favor  of  the  10th  inst.  at  hand,  and  in  reply  would  state. 

Your  esteemed  favor  of  the  12th  received. 

We  have  your  favor  of  the  5th  and  beg  to  thank  you  for  same. 

Responding  to  yours  of  even  date. 

Your  favor  of  the  20th  inst.  received  and  contents  duly  noted. 
In  reply  would  state. 

Avoid  the  outworn  "participial  closing/'  the  closing  that  be- 
gins with  the  present  participal  as : 
Ending  of 

the  Letter 

Thanking  you  for  past  favors,  we  are, 

Trusting  that  we  shall  hear  from  you  at  once, 
Hoping  that  this  arrangement  will  be  satisfactory, 
Assuring  you  of  our  desire  to  cooperate  with  you  in  every  way 
possible,  we  remain. 

As  exemplified  above,  the  participial  closing  has  become  stereo- 
typed through  its  use  in  millions  of  business  letters.  It  is,  at 
best,  an  awkward  form. 

The  expression  of  courtesy  at  the  end  of  the  letter  should  be 
natural,  direct : 

We  thank  you  for  this  opportunity  to  continue  our  pleasant 
business  relations  of  the  past. 

We  shall  appreciate  hearing  from  you  as  soon  as  possible. 

We  hope  that  this  arrangement  will  be  satisfactory. 

You  may  be  sure  that  it  is  our  desire  to  cooperate  with  you  in 
every  possible  way. 

Note  that  the  forms  "We  are/'  "We  remain/'  and  "I  am," 
once  employed  at  the  end  of  the  business  letter,  now  are  virtually 
obsolete. 


OFFICE  CORRESPONDENCE  447 

OFFICE   CORRESPONDENCE 
CHALMERS   MOTOR   CO. 

Broadly  speaking,  the  same  rules  apply  to  office  correspondence  as 
to  letters. 

We  need  to  be  clear,  courteous,  as  brief  as  may  be,  and  always 
entirely  honest  in  writing  office  memos  to  one  another  as  in  writing  letters 
to  those  without  our  organization. 

"Avoid  verbal  orders"  has  always  been  a  Chalmers  slogan. 

Orders  should  always  be  issued  in  writing  whenever  possible;  when 
issued  verbally,  they  must  always  be  confirmed  in  writing  (i.e.,  type- 
writing). All  detailed  instructions  for  operations  and  all  specifications 
should  also  be  put  in  memo  form. 

The  foregoing  rule  leads  to  some  abuses  in  that  we  fall  into  the 
habit  of  writing  more  memos  than  are  necessary  and  of  writing  them 
on  subjects  not  worth  the  time  it  takes  to  dictate,  transcribe,  transport, 
read,  and  answer,  memos.  These  abuses  are  not  the  fault  of  the  rule,  but 
of  ourselves. 

Do  not  write  a  memo  unless  it  is  absolutely  essential  and  then  do  not 
send  copies  hit  and  miss  to  a  lot  of  departments. 

The  dictator  should  always  tell  the  stenographer  to  just  what  de- 
partments copies  should  be  sent  and  he  should  restrict  copies  to  de- 
partments which  he  knows  to  be  directly  interested  in  the  subject  cov- 
ered by  the  memo.  This  saves  the  time  of  stenographers,  filing  clerks, 
and  more  important  still,  of  department  heads. 

Whenever  it  is  possible,  except  in  giving  orders,  settle  things  over 
the  telephone.  By  using  the  telephone  you  get  immediate  action. 

Be  very  sure  to  put  a  subject  at  the  head  of  all  office  memos.  This 
will  save  more  time  in  writing  office  memos  than  anything  you  can  do. 

In  concluding  an  office  memo  do  not  say,  * '  Respectfully  submitted ' '  or 
" Yours  sincerely"  or  anything  of  that  sort. 

Just  write  what  you  have  to  say  and  sign  your  name  to  it.  ,  It  takes 
time  to  write  such  expressions  and  we  all  assume  at  the  beginning  that 
everything  is  done  respectfully. 

Do  not  use  the  titles  of  officers  and  department  heads.  In  writing 
office  memos  do  not  say,  "Mr.  Owen,  Sales  Manager."  Simply  say, 
"Mr.  Owen." 


448  HOUSE  INSTRUCTIONS 

FORM  PARAGRAPHS 
GOODYEAR  TIRE  AND  RUBBER  CO. 

Everyone  who  handles  much  correspondence  that  frequently  dupli- 
cates itself  from  day  to  day,  ought  to  provide  himself  with  a  series  of 
form  paragraphs. 

When  you  succeed  in  working  out  a  particularly  good  explanation,, 
you  should  save  it  for  use  again.  Ideas  come  better  some  days  than 
others.  The  good  ideas,  saved  and  incorporated  in  a  form  paragraph 
book,  not  only  save  the  inefficiency  of  constantly  dictating  the  same 
thing,  but  help  to  improve  the  whole  standard  of  your  most  frequent 
letters. 

Some  concerns,  especially  mail  order  houses,  make  very  extensive 
use  of  form  paragraphs.  They  have  their  head  correspondent  prepare 
them,  usually  in  the  form  of  an  indexed  book  which  is  distributed  for 
use  of  all  correspondents.  Then  letter  writing  becomes  a  mere  me- 
chanical process  of  selection  and  it  is  possible  in  a  business  of  that  nature 
to  make  it  so. 

No  such  scheme  would  be  practical  in  our  business.  Our  relations 
with  our  customers  are  too  intimate  and  the  circumstances  too  varied. 
Parts  of  many  letters  and  occasionally  entire  letters  could  be  so  con- 
structed. But  in  nearly  every  case  at  least  a  part  would  have  to  be 
specially  written,  and  the  style  of  the  dictator  would  almost  certainly 
differ  from  the  style  of  the  paragraphs. 

i        But  each  dictator  should  prepare  paragraphs  of  his  own.     Then  he 
can  handle  his  work  in  surprisingly  less  time. 

The  way  to  prepare  a  form  paragraph  is  to  go  over  carbons  of  your 
good  letters  and  have  them  copied,  putting  the  opening  paragraphs,  the 
closing  paragraphs,  and  the  special  paragraphs,  in  groups.  Number  the 
paragraphs  and  then  call  for  them  by  number. 

For  example,  a  chief  clerk  in  writing  his  collection  follow-ups,  won  id 
dictate  as  follows: 

Paragraph  6— February  23— $27.60 
Paragraph  55 
Paragraph  56 


FORM  PARAGRAPHS  449 

The  stenographer  then  copies  the  paragraphs,  inserts  the  necessary 
dates  and  amount  in  Paragraph  6,  and  the  following  letter  is  the  result: 

Dear  Sir : 

On  February  23,  we  wrote  you  endeavoring  to  give  you  a  com- 
plete explanation  of  the  charge  of  $27.60  covering  some  letters 
which  we  made  up  for  your  company. 

We  are  wondering  whether  our  letter  did  not  explain  this  charge 
satisfactorily. 

We  notice  that  you  have  not  yet  sent  in  your  check  covering 
this  charge,  so  if  there  is  anything  we  can  do  to  make  this  charge 
clear  to  you  we  shall  be  glad  to  have  you  write  us,  as  we  feel  sure 
we  can  give  you  the  proper  information. 

The  adjuster 's  paragraph  book  begins  as  follows : 
Openings — Consumer — Abused  Tire. 

(1)  Thank  you  for  returning  your for  we  are  sure  we  can 

help  you  to  solve  the  tire-trouble  problem. 

(2)  It  was  only  necessary  to  examine  your to  see  that  you 

did  not  get  the  best  service  from  it. 

(3)  After  examining  your we  can  appreciate  that  (it)  (they) 

(was)   (were)  a  disappointment  to  you. 

(4)  To  have  a  tire  give  way  as  your —   -  did  is  as  annoying  as 
tearing  a  new  suit  on  a  barb-wire  fence  the  first  day  you 
wear  it. 

(5)  Our  interest  in  your  satisfaction  lasts  till  your  tire  is  worn 
out  and  we  are  therefore  glad  you  returned  your . 

(6)  After  examining  your mentioned  in  your  letter ,  we 

know  it  was  a  disappointment  to  you.     In  order  that  you. 
may  get  better  results  in  the  future,  we  are  going  to  explain, 
briefly  what  caused  the  trouble. 

Openings — Consumer — Defective  Tire. 

(1)  We  feel  we  should  thank  you  especially  for  returning  your — .. 

(2)  Thank  you  for  returning  your — . 
etc.,  etc.,  etc. 


CHAPTER  XXXII 

THE   MAKE-UP   OF   THE  LETTER 


CHAPTER  XXXII 

THE   MAKE-UP   OF   THE  LETTER 

THE  first  impression  your  letter  makes  upon  the  prospect  likely  will  be 
a  lasting  one.     It  is,  therefore,  essential  that  the  letter  be  neat  and 
attractive  in  appearance.     To  this  end,  you  must : 

(1)  Select  a  paper  of  good  weight  that  will  not  easily  crumple. 

(2)  Employ  a  well  balanced  and  neatly  executed  letter-head. 

(3)  See  that  the  letter  is  attractively  placed  on  the  sheet;  that 
the  margins  are  wide  and  consistently  adhered  to;  that  the 
letter  is  centered  on  the  page. 

(4)  Write  on  one  side  of  the  sheet  only. 

(5)  Avoid  sending  out  letters  that  are  blurred  or  that  are  marred 
by  frequent  erasures. 

(6)  See  that  sentences  are  properly  punctuated  and  that  words 
,  are  correctly  spelled. 

(7)  Adhere  to  the  principles  of  good  usage  that  custom  has  estab- 
lished for  the  letter  form. 

The  parts  of  the  letter  are: 

(1)  Heading 

(a)  Address  of  writer  (generally  contained  in  the  letter- 
head). 

(b)  Date  when  letter  is  written. 

(2)  Introductory  address  (name,  title,  and  address  of  person  to> 
whom  the  letter  is  written). 

(3)  Salutation. 

(4)  Body  of  the  letter. 

(5)  Complimentary  close. 

(6)  Signature  of  the  writer. 

Note  how  these  parts  are  placed  in  the  letter  on  page  467. 

453 


454  MAKE-UP  OF  THE  LETTER 

The  letter  as  a  unit. 


A  margin  of  from  1  to  1%  inches  (from  ten  to  fifteen  spaces  on  the 

typewriter)  should  be  left  at  each  side  of  the  page.     The  margin  at  the 

.  bottom  should  be  at  least  equal  to  the  margin  at  the  side. 

If  there  is  no  letter-head,  the  top  margin,  measured  from 

the  upper  edge  of  the  sheet  to  the  heading,  should  be  ll/2  inches  wide. 

In  writing  a  short  letter,  increase  these  margins  so  as  to  keep  the  letter 

on  the  center  of  the  page.     The  side  margin  at  the  left  will,  of  course, 

always  be  even  ;  keep  the  margin  at  the  right  as  even  as  possible. 

A  single  space  separates  the  lines  of  the  letter.     This  makes  for  a 
neat,  compact  appearance.     Even  when  the  letter  is  short,  it  is  best, 
for  purposes  of  uniformity,  to  use  single  spacing. 

A  double  space  is  used  between  the  different  parts  of  the 
letter;  that  is,  between  paragraphs,  between  heading  and  introductory 
address,  between  address  and  salutation,  between  salutation  and  the 
body  of  the  letter,  between  body  and  the  complimentary  close,  and  be- 
tween the  close  and  the  signature. 

The  first  line  of  each  paragraph  either  may  be  indented,  or  may 
be  written  flush  with  the  left-hand  margin.     If  the  indented  form  is 

followed,  indent  with  five  or  ten  spaces.     The  two  forms 
Indenting 

are  illustrated  below: 

Mr.  James  W.  Blake, 
234  South  Main  Street, 
Denver,  Colorado. 

Dear  Sir  : 

We  take  pleasure  in  inclosing  our  check  for  $15.82  to  pay  for 
goods  ordered  from  us  on  August  10  and  for  cost  of  transporta- 
tion. We  are  sorry  that  our  error  in  billing  the  goods  has  put 
you  to  inconvenience. 

It  is  our  desire  to  accord  our  customers  such  reliable  service 
and  fair  treatment  as  to  compel  their  confidence.  If  we  are  in 
any  way  at  fault  in  filling  an  order,  we  always  rectify  the  error 
to  the  satisfaction  of  the  customer  concerned. 

Dear  Sir  : 

We  take  pleasure  in  inclosing  our  check  for  $15.82  to  pay  for 


INDENTING  THE  LETTER  455 

goods  ordered  from  us  on  August  10  and  for  cost  of  transportation. 
We  are  sorry  that  our  error  has  put  you  to  inconvenience. 

It  is  our  desire  to  accord  our  customers  such  reliable  service  and 
fair  treatment  as  to  compel  their  confidence.  If  we  are  in  any 
way  at  fault  in  filling  an  order,  we  always  rectify  the  error  to  the 
satisfaction  of  the  customer  concerned. 

The  above  forms  are  the  ones  most  generally  used.  They  occasionally 
are  varied,  however,  by  indenting  the  entire  body  of  the  letter  a  distance 
of  from  five  to  ten  spaces  from  the  left-hand  margin : 

Mr.  James  W.  Blake, 
234  South  Main  Street, 
Denver,  Colorado. 

Dear  Sir : 

We  take  pleasure  in  inclosing  our  check  for  $15.82  to 
pay  for  goods  ordered  from  us  on  August  10  and  for  cost  of 
transportation.  We  are  sorry  that  our  error  in  billing  the 
goods  has  put  you  to  inconvenience. 

It  is  our  desire  to  accord  our  customers  such  reliable 
service  and  such  fair  treatment  as  to  compel  their  confi- 
dence. .  .  . 

Dear  Sir: 

We  take  pleasure  in  inclosing  our  check  for  $15.82  to 
pay  for  goods  ordered  from  us  on  August  10  and  for  cost 
of  transportation.  We  are  sorry  that  our  error  in  billing 
the  goods  has  put  you  to  inconvenience. 

It  is  our  desire  to  accord  our  customers  such  reliabk 
service  and  such  fair  treatment  as  to  compel  their  confi- 
dence. .  .  . 

(1)  Heading 

(a)  When  there  is  no  letter-head. 


456  MAKE-UP  OF  THE  LETTER 

The  heading,  in  this  case,  must  contain  the  writer's  postoffice  address 
and  the  date  when  the  letter  was  written. 

Its  proper  position  is  at  the  top  of  the  page,  where  it  will  at  once 

catch  the  eye  of  the  reader.     It  usually  is  placed  to  the  right  of  the 

Position  sneet>  as  in  the  letter  on  page  467.     If  so  placed,  it  should 

not  run  over  the  right-hand  margin,  nor  should  it  extend 

to  the  left  beyond  the  middle  of  the  page. 

The  heading  sometimes  stands  in  the  center,  thus  nicely  balancing  the 
page.  The  objection  to  this  plan  is  that  care  in  spacing  is  required  to  get 
the  heading  in  the  exact  center  position,  as : 

Berkeley,  California, 
March  8,  1920. 

The  heading  may  be  one,  two,  or  three  lines,  as  follows  : 

876  Summerton  Street>         32  Jones  St->  Newark,  N.  J., 
Indianapolis,  Indiana,          January  28,  1920. 
February  18,  1920. 


Aurora,  N.  Y.,  May  1,  1920. 

t 
Margins 


In  the  above  examples,  the  lines  of  the  heading  begin  on  the  same 
margin.  The  lines  may  begin  on  different  margins,  as 
in  the  following  examples: 


930  Kensington  Way,  Aledo,  Illinois, 

Los  Angeles,  CaL,  May  1, 1920. 

April  6,  1919. 

Punctuate  the  writer's  address  by  a  comma  after  the  street  and  num- 
Punctua-  ber,  a  comma  after  the  city,  and  a  comma  after  the  state. 
tion  Punctuate  the  date  by  a  comma  after  the  day  of  the  month, 

and  a  period  after  the  year. 

Do  not  write  the  entire  date  in  figures,  as  8-13-19.     This  practice  is 
confusing  to  some  readers.     Again,  it  is  too  curt  and  abrupt  for  the 
ordinary  business  letter. 

Do  not  add  "-st,"  "-nd,"  "-rd,"  or  "--th"  after  the 
fgures  giving  the  date  of  the  month.     Write,  "January  18,  1919,"  not, 


HEADING  OF  THE  LETTER  457 

January  18th,  1919."     These  letters,  however,  may  be  employed  in  the 
body  of  the  letter,  if  the  name  of  the  month  is  omitted : 

We  thank  you  for  your  order  of  March  12.     The  goods  are  being  care- 
fully packed  for  shipment  and  should  reach  you  by  the  18th. 

(1)    Heading 

(b)  When  there  is  a  letter-head  on  the  sheet. 

In  this  case,  the  writer's  address  is  provided  for.     Only  the  date  re- 
mains to  be  filled  in. 


Two  or  three  spaces  should  separate  the  typewritten  date  from  the 
printed  letter-head.  Because  of  the  dissimilarity  in  ap- 
pearance between  the  two,  they  should  never  be  regarded 


as  a  unit. 

(2)   Introductory  address. 

This  assures  the  reader  that  the  letter  is  intended  for  him.  It  con- 
tains his  name  and  title;  his  street  and  number;  his  city  or  town,  and 
state.  The  street  address  is  sometimes  omitted,  since  the  other  two 
elements  provide  reasonably  certain  identification.  All  of  the  following 
forms  are  correct : 

Marshall  Field  &  Company,  The  Fashion  Shop, 

State  and  Randolph  Streets,  Dallas,  Texas. 

Chicago,  Illinois. 

Dennison  Manufacturing  Company> 
1007  Chestnut  Street, 

Philadelphia,  Pennsylvania. 

The  Enterprise  Iron  Works, 

Indianapolis,  Indiana. 

The  introductory  address  is  placed  at  the  left  and  generally  at  the 

beginning  of  the  letter.     It  should  not  run  beyond  the  center  of  the  page. 

An  exception  to  this  rule  is  when  the  firm's  name  is  so  long 

as  to  cause  it  to  run  beyond  the  center.     In  such  case,  the 

name  should  not  be  divided. 

If  the  salutation  consists  in  "Dear  Sir,"  "Gentlemen,"  or  "Dear 


458  MAKE-UP  OF  THE  LETTER 

Madam,"  to  put  the  address  at  the  end  makes  the  letter  slightly  more 
impersonal  and  more  formal  in  tone,  as : 

Dear  Sir : 

I  have  been  requested  by  the  Executive  Committee  to  notify 
you  of  your  appointment  as  Assistant  to  the  General  Manager. 
Respectfully  yours, 

Signature 

Mr.  John  W.  Hanscom, 
1932  West  41st  Street, 
Los  Angeles,  California. 

If  the  salutation  is  a  more  personal  one,  such  as,  "Dear  Hanseom," 
or  * '  My  Dear  Mrs.  Brown, ' '  to  put  an  address  at  the  end  makes  the  letter 
more  informal  in  tone : 

Dear  Hanscom : 

Congratulations  on  your  raise.     Everyone  in  the  San  Fran- 
cisco office  is  mighty  pleased  at  the  good  news. 

Cordially  yours, 

Signature 

Mr.  John  W.  Hanscom, 
1932  West  41st  Street, 
Los  Angeles,  California. 

Punctuate  the  address  by  a  comma  after  each  line  except  the  last, 
Punctua-  which  is  followed  by  a  period ;  and  by  a  comma  between  the 
tion  city  and  state. 

Business  practice  dictates  that  most  letters  be  addressed  to  the  com- 
pany, rather  than  to  the  individual.  If,  in  addressing  your 
letter  to  the  company,  you  desire  it  to  reach  a  certain  indi- 
vidual, the  special  address  will  be  included  as  follows: 

Brown  Milling  Company, 
Detroit,  Michigan. 

Attention  of  Mr.  R.  J.  Brown 

Gentlemen : 
Yesterday  the  Purchasing  Agent  for  a  large  corporation  tin- 


THE  SPECIAL  ADDRESS  459 

consciously  gave  me  a  good  reason  why  Packard  Transportation 
pays.  .  .  . 

The  following  form  also  is  employed : 

Brown  Milling  Company, 
Detroit,  Michigan. 

Gentlemen:  Attention  of  Mr.  R.  J.  Brown: 

If  the  introductory  address  is  long,  the  special- address  may  be  placed 
a*t  the  right  of  the  page  and  parallel  with  the  final  line  of  the  introduc- 
tory address : 

East  Bay  Salt  Works, 
3382  East  Bay  Avenue, 
Oakland,  California.  Attention  of  Mr.  S.  A.  Jones 

Gentlemen: 

The  person  to  whom  your  letter  is  directed  may  be  designated  by 
his  official  title,  if  his  name  is  unknown  to  you: 

Beech-Nut  Packing  Company, 
Canajoharie,  New  York. 

Attention  of  Purchasing  Agent 
Gentlemen : 

You  may  desire  the  reader  to  direct  his  answer  to  a  certain  indi- 
vidual, or  department,  of  your  firm.     You  will  then  in- 
clude at  the  top  of  the  letter,  special  directions  to  this  end. 
Directions 

For  example: 

"In  your  reply  refer  to  2174." 
''Please  mention  683  when  answering  this  letter." 
"In  your  reply  please  refer  to  A.  C.  J." 
"Please  refer  to  order  #8734." 

Such  special  directions  ordinarily  are  placed  below  the  heading  and 
opposite  the  introductory  address,  or  just  above  the  heading.  They 


460  MAKE-UP  OF  THE  LETTER 

sometimes  are  placed  above  the  letter-head.  They  may  be  printed  as 
part  of  the  letter-head,  with  blank  spaces  to  be  filled  in  by  the  typist, 
or  they  may  be  written  out  by  the  typist  in  full.  In  the  following  ex- 
ample, the  latter  practice  is  followed : 

(Letter-head) 

January  12.  1920. 
Jones  &  Company, 

7653  Oxford  Street,  In  your  reply  please  refer  to  A.  C.  J. 

Chicago,  Illinois. 

Gentlemen : 

The  date,  number,  or  subject  matter  of  the  letter  you  are  answering 
Special  mav  ^>e  giyen  in  a  line  a^  the  top  of  the  letter,  generally 

Informa-         below  the  heading : 
tion 

(Letter-head) 

November  9,  1919. 

A.  W.  Hotchkiss  &  Company,  In  reply  to  your  letter 

St.  Paul,  Minnesota.  of  the  8th. 

Gentlemen : 

The  following  brief  form  is  used  in  letters  of  a  purely  routine  nature, 
such  as  letters  written  by  one  firm  to  another  adjusting  difficulties  of  no 
great  importance,  acknowledging  small  orders,  etc. : 

(Letter-head) 

November  30,  1919. 

A.  0.  Niedler  &  Sons,  Yours  of  October  22. 

384  Jackson  Street,  Delayed  shipment. 

Boston,  Massachusetts. 

Gentlemen : 


TITLES  IN  INTRODUCTORY  ADDRESS  461 

(Letter-head) 

December  21,  1919. 

For  Mr.  F.  F.  Blake. 

Your  letter  of  the  10th. 

Referring  to  order  7865. 
Blake  &  Blake, 
451  Alliston  Way, 
Denver,  Colorado. 

Gentlemen : 

Sheets  after  the  first,  called  "second  sheets/'  do  not  contain  a  repeti- 
tion of  the  introductory  address,  nor  do  they  contain  the 
Sheets  ^  }etter_head      They  have  at  the  top— sometimes  at  tin? 

F.  er  l  bottom — the  initials  or  the  name  of  the  person  addressed 

and  the  number  of  the  sheet.     This  identifies  all  the  sheets 
as  belonging:  to  the  same  letter. 

The  titles  employed  in  the  introductory  address  include : 
Titles 

Mr.,  Esq.,  Messrs. 

Miss,  Misses,  Mrs.,  Mmes, 

Dr.,  Rev.,  Prof.,  Hon. 

Mr.  is  used  when  no  other  title  is  available.  Never  address  a 
person  without  using  a  title  of  some  sort.  Never  say,  "  James 
Brown,"  but,  "Mr.  James  Brown." 

Esq.,  the  abbreviation  for  Esquire,  is  rarely  employed.  Not 
many  years  ago  it  was  regarded  as  more  dignified  than  "Mr." 
It  follows  the  name,  as  "Oliver  S.  Peters,  Esq." 

M,essrs.  is  the  abbreviation  of  Messieurs,  the  French  for  gentle- 
men. It  may  be  used  in  addressing  a  firm  doing  business  under 
the  names  of  any  of  its  several  partners,  when  the  partners  are 
men,  or  men  and  women.  If  the  firm  is  doing  business  under  a 
trade  name,  the  "Messrs."  is  omitted,  as: 

The  Fair, 
Chicago,  Illinois. 


462  MAKE-UP  OF  THE  LETTER 

Many  firms  have  done  away  with  the  use  of  "Messrs."  "Hig- 
ley,  Ramsday  &  Company"  is  now  the  usual  form. 

Miss,  the  title  of  an  unmarried  woman,  is  not  an  abbreviation; 
it  should  not  be  followed  by  a  period. 

Misses  is  the  plural  form  of  Miss,  as  *  *  The  Misses  Brown. ' ' 

•Mrs.  is  the  title  of  a  married  woman.  In  addressing  a  widow, 
use  her"  own  given  name,  with  Mrs.  prefixed,  as  "Mrs.  Jane  P. 
Badger." 

Mmes.  is  the  abbreviation  for  Mesdames,  the  French  for  ladies. 
It  is  used  in  addressing  a  firm  composed  of  women. 

Dr.  is  the  title  used  in  addressing  any  one  holding  a  doctor's 
degree,  whether  of  medicine,  law,  philosophy,  theology,  or  litera- 
ture. 

Rev.  is  the  title  of  a  clergyman.  When  the  clergyman's  full 
name,  or  his  initials,  are  used,  do  not  double  the  title.  /That  is, 
do  not  say,  "Rev.  Mr.  A.  J.  Henderson."  When  only  the  last 
name  is  used,  the  title  may  be  doubled,  as  "Rev.  Mr.  Henderson." 

Prof,  is  applied  to  those  holding  professorships  in  colleges  or 
universities  and,  by  courtesy,  to  teachers  in  secondary  schools. 

Hon.  is  the  title  designating  those  who  hold  important  govern- 
ment positions,  such  as  cabinet  officers,  members  of  Congress,  am- 
bassadors, governors,  and  the  like.  By  courtesy,  it  is  sometimes 
applied  more  extensively. 

Titles  designating  official  positions,  such  as  Colonel,  Manager, 
Superintendent,  are  best  spelled  out  in  full.  "Mr."  is  used  with 
such  titles,  as: 

Mr.  J.  G.  Wheadon,  Manager, 

The  Fashion  Shop, 

Memphis,  Tennessee. 

If  the  name  is  long,  the  title  designating  the  official  position  may 
go  on  the  second  line : 

Mr.  Anderson  J.  Blankenship, 

Manager,  The  Sweet  Shop, 

Philadelphia,  Pennsylvania. 

The  envelope  address  differs  in  several  important  details  from 
The  the  address  on  the  inside  of  the  letter.  The  street  and 

Envelope  number  always  must  be  included.  The  name  of  the  state 
Address  mlist  be  written  in  full,  as  this  avoids  confusion  in  the 


SPECIAL  DIRECTIOXS  463 

postoifice.     It  is  best  to  place  the  name  of  the  state  on  a 
separate  line,  where  it  will  be  easily  visible. 

Punctuation  at  the  end  of  the  lines  either  may  be  omitted  or 
Punctua-          retained.     Both  forms  are  in  good  usage. 
tion 

A  "return  card,"  as  the  return  address  on  the  outside  of  the 

envelope  is  called,  should  be  placed  in  the  upper  left-hand 
"Return  „  ^ 

corner  of  the  envelope. 
Card" 

The  lower  left-hand  corner  of  the  envelope  is  the  place  for  spe- 
cial directions,  like : 
Special 

"Please  Forward,"  "General  Delivery,"  "Advertising 
Department,"  and  "Purchasing  Agent." 

Of  the  following  two  forms  of  envelope  address,  the  first  is  to  be  pre- 
ferred because  it  is  more  readily  visible : 

After days  return  to 

Jam.es  A.  Brown 

893  Main  St., 
Carlton,  Georgia. 

Mr.William  O.  Yeager 

8321  Williams  Street, 
Philadelphia, 

Pennsylvania. 

After days  return  to 

James  A.  Brown, 

893  Main  St., 
Carlton,  Georgia. 

Mr.  William  0.  Yeager, 
8321  Williams  Street, 
Philadelphia, 
Pennsylvania. 

(3)   Salutation. 

The   ordinary  business   salutation   in   addressing   an   individual   is 
"Dear  Sir."     In  addressing  a  firm,  the  salutation  in  best  use  is  "Gentle- 


464  MAKE-UP  OF  THE  LETTER 

men."  "Dear  Sirs"  is  virtually  obsolete.  In  addressing  women 
whether  married  or  unmarried,  the  proper  salutation  is  ''Dear  Madam," 
in  the  singular,  and  "Mesdames,"  in  the  plural.  The  use  of  ''Dear 
Miss"  is  never  permissible. 

The  following  forms,  more  personal  than  those  above,  are  given  in 
the  ascending  scale  of  their  informality: 

My  Dear  Sir,  My  Dear  Mr.  Jones,  Dear  Mr.  Jones,  Dear  Jones, 
Dear  John. 

My  Dear  Madam,  My  Dear  Mrs.  Brown  (or  My  Dear  Miss 
Brown),  Dear  Mrs.  Brown  (or  Dear  Miss  Brown),  Dear  Gertrude. 

The  tendency  in  modern  business  is  towards  doing  away  with  the 
more  formal  ''Dear  Sir,"  or  "Dear  Madam,"  as  soon  as  a  degree  of  ac- 
quaintance exists  between  correspondents,  even  though  this  acquaintance 
be  based  solely  upon  previous  correspondence.  "Dear  Mr.  Jones," 
"Dear  Mrs.  Brown,"  and  "Dear  Miss  Brown,"  are  salutations  that  are 
being  more  and  more  extensively  employed.  Such  personal  forms  as 
these  were  originally  seldom  accorded  a  place  in  the  business  letter. 
The  practice  of  each  individual  firm  must  guide  the  correspondent  in 
determining  when,  and  indeed,  whether,  it  is  advisable  to  change  from 
the  formal  to  the  more  personal  salutations. 

As  a  rule,  the  salutation  is  punctuated  by  a  colon.     The  colon 
Punctua-          and  dash  is  also  in  good  usage. 
tion 

(4)  (See  letter  on  page  467.) 

Please  send  me  the  following  articles  by  American  Express  as  soon 
as  possible: 

1  pr.  ladies'  street  shoes,  Cuban  heel,  broad  toe,  tan,  size  5B;  price 
about  $8.50. 

3  cakes  Cashmere  Bouquet  soap,  scented,  small  size;  price  25  cents. 

Send  these  goods  C.O.D.,  express  charges  collect. 

(5)  Complimentary  close. 

The  most  impersonal  forms  are  "Yours  truly,"  "Yours  very  truly," 
and  "Very  truly  yours."  "Yours"  is  too  curt  to  be  courteous. 

In  addressing  superiors,  the  forms  in  general  use  are  "Yours  re- 
spectfully," and  "Respectfully  yours."  These  two  forms  imply  a  defer- 


THE  COMPLIMENTARY  CLOSE  465 

once  out  of  keeping  with  ordinary  business  correspondence.  They  are 
employed  when  the  letter  is  writtten  by  an  average  man  to  a  man  in  a 
high  position,  or  by  an  employe  of  a  firm  to  a  superior  officer  in  the  same 
organization. 

"Yours  sincerely,"  and  "Yours  cordially,"  are  more  personal  in 
tone  than  the  other  salutations  discussed.  "Yours  cordially"  is  often 
used  when  the  writer  is  extending  a  trade  favor,  or  offering  advice  which 
intimately  concerns  the  reader's  business. 

"Faithfully  yours"  is  still  more  personal  in  tone  and  should  never 
be  used  unless  the  relation  between  correspondents  is  an  intimate  one. 

The  complimentary  close  begins  about   in  the  center  of  the 
page  and  occupies  a  line  by  itself.     It  is  separated  by  two 
spaces  from  the  body  of  the  letter  and  by  the  same  distance 
from  the  signature. 

The  complimentary  close  is  punctuated  by  a  comma.     The  first 
Punctua-         word  only  begins  with  a  capital  letter. 
tion 

(6)   Signature. 

The  writer's  signature  should  be  written  legibly  with  a  pen. 

The  signature  is  placed  below  the  complimentary  close,  and, 
generally,  four  or  five  spaces  farther  to  the  right.  It  may^ 
however,  begin  on  the  same  margin. 

The  firm's  name  may  come  first,  followed  by  the  signature  of 
Arrange-  the  writer.  In  this  case,  the  writer  is  signing  as  the  agent 
ment  of  the  company.  In  case  of  any  loss  or  damage,  responsi- 

bility rests  with  the  company  and  not  with  the  writer  personally. 
If  the  writer  signs  his  name  first,  he  personally  assumes  responsi- 
bility. The  examples  given  below  illustrate  the  application  of 
this  principle: 

Very  truly  yours, 

DICTOGRAPH  PRODUCTS  CORPORATION, 
(signed)  C.  C.  Moore, 

General  Sales  Manager. 

Very  truly  yours, 

(signed)  C.  C.  Moore, 

General  Sales  Manager, 


466  MAKE-UP  OF  THE  LETTER 

DICTOGRAPH  PRODUCTS  CORPORATION. 
Yours  very  truly, 

The  "1900"  Washer  Company, 
(signed)  R.  D.  Quinn, 

Ass't.  General  Manager. 

Each  letter  in  the  firm's  name  is  generally,  although  by  no  means 
always,  capitalized,  as  in  the  first  two  examples  above. 

If  the  writer  has  no  official  position,  he  may  prefix  to  his  signature 
the  word  "by"  (preferred  to  "per"),  thus  showing  his  relation  to  his 
firm: 

JACKSON  &  HORLITZER, 

by  R.  L.  Jenkins. 

Again,  in  place  of  an  official  title,  the  writer  may  give  the  name  of  his 
department : 

Bluke  &  Olney, 
L.  A.  Stringer, 

Advertising  Department. 

The  initials  of  the  writer,  and  one  or  more  initials  of  the  stenographer, 
are  placed  at  the  left  of  the  sheet,  directly  opposite  the  last  line  of  the 
signature.  The  number  of  inclosures  (if  any)  is  indicated  below  these 
initials : 

CHALMERS  MOTOR  CAR  COMPANY, 
H.  W.  Miller, 

Ass't  Sales  Manager. 
HWM    M 
2  Incls. 

Many  firms  vary  this  practice  by  having  the  writer's  signature  type- 
written in  full  on  the  left-hand  margin.  This  obviates  any  possible  dif- 
ficulty in  deciphering  the  signature: 

P.  F.  COLLIER  &  SON,  Inc. 
F.  McC.  Smith, 
Advertising  Department. 
F.  McC.  Smith— hdg. 

The  same  end  is  accomplished  if  the  stenographer,  following  the  style 


SIGNATURE  OF  THE  WRITER 


467 


of  military  correspondence,  types  the  writer's  name  on  the  space  below 

that  reserved  for  his  signature: 

P."  F.  COLLIER  &  SON,  Inc., 
F.  McC.  Smith  (written  with  pen) 
F.  McC.  Smith  (typed) 
Advertising  Department. 


Signature 
when  pro- 
noun  "I" 
is 
Employed 


In  most  business  correspondence,  the  plural  pronoun  '"We," 
designating  the  company,  is  employed,  instead  of  the 
singular  pronoun  "I,"  designating  the  writer.  Thus,  in 
acknowledging  an  order,  the  correspondent  ordinarily 
writes : 

"We  thank  you  for  your  order  of  January  10.  ...  We 
are  ready  to  serve  you  to  the  very  best  of  our  ability. ' ' 
The  use  of  the  more  personal  "I"  form  is  reserved  to  important  of- 
ficials of  the  company,  such  as  the  president,  general  manager,  credit 
manager,  and  the  like.  It  is  employed  by  such  officials  only  when  there 
is  reason  for  making  the  tone  of  the  letter  more  personal  than  ordinarily, 
as  when  the  credit  manager  is  extending  credit  advice  of  a  personal 
nature.  All  such  letters  should  be  signed  first  by  the  name  of  the  writer, 
followed  by  the  firm  name. 

Arrangemen*  of  Business  Letter. 


Heading 

Intro- 
ductory 
Address 

Saluta- 
tion 


Body 
of  the 

Letter 


1583  Oak  Street, 

Columbus,  Ohio, 
January  10,  1919. 
Marshall  Field  &  Company, 
State  and  Randolph  Streets, 
Chicago,  Illinois: 
Gentlemen : 

Please  send  me  the  following  articles  by  American  Ex- 
press as  soon  as  possible: 

1  pr.  ladies'  street  shoes,  Cuban  heel,  broad  toe,  tan, 

size  5B ;  price  about  $8.50. 

6  prs.  ladies'  ribbed  silk  hose,   seamless,  black,  size 

9 ;  price  about  $1.35  a  pair. 

3  cakes  Cashmere  Bouquet  soap,  scented,  small  size; 

price  25  cents. 


468  MAKE-UP  OF  THE  LETTER 

Compli-  i/2  doz.  Arrow  collars,  Marley,  size  15 ;  price  $1.50. 

mentary  gend  these  goods  C.  O.  D.,  express  charges  collect. 

Close  Yours  truly, 

(signed)  John  W.  Black. 

The  letter  form  employed  by  The  Goodyear  Tire  and  Rubber  Com- 
pany is  illustrated  in  the  following  letter : 

THE  GOODYEAR  TIRE  &  RUBBER  COMPANY 

Akron,  Ohio. 

January  2,  1919 
Mr  J  B  Smith 
1428  Mill  St 
Washington,  D  C 

Dear  Mr  Smith : 

This  letter  illustrates,  the  correct  typing  of  Goodyear  letters. 

Notice  in  the  address,  the  date  and  the  conclusion,  that  certain 
punctuation  formerly  thought  necessary  has  been  omitted.  In 
general,  periods  after  obvious  abbreviations  and  commas  ending 
the  lines  in  an  address  serve  no  purpose  and  their  omission  im- 
proves appearance. 

Similarly  a  double  space  indicates  the  separation  between  para- 
graphs so  that  indentation  of  the  first  line  of  a  paragraph,  form- 
erly common,  is  unnecessary. 

Proper  centering  on  the  page  is  also  important  in  assuring  good 
appearance,  the  first  and  simplest  rule  of  good  letters. 

To  assist  typists,  complete  instructions  on  typing  Goodyear  letters 
are  incorporated  in  the  "Branch  Manual"  and  in  the  "Akron 
Typists'  Manual." 

Yours  very  truly, 

E  P  Cramer 

Manager — Better  Letters  Bureau 


OFFICE  CORRESPONDENCE  469 

For  office  correspondence,  the   following  form  is  followed  by   The 
Goodyear  Tire  and  Rubber  Company : 

GOODYEAR 

TO   Correspondents  FROM        AKRON  DATE  1-2-18 

CITY  Branches  &  Akren  ANSWERING         DATED 

STATE  LETTER  FOLIO  No. 

DEPT  SUBJECT    Letters  within  the  organization 


This  is  the  Goodyear  "internal"  letterhead.  It  is  designed  to 
save  time  and  words  in  internal  letters. 

You  need  not  begin  a  letter  by  saying  "We  have  your  letter  of 
so  and  so  about  so  and  so."  Simply  dictate  "Answering  letter 
dated  so  and  so.  Subject:  so  and  so,"  and  the  typist  will  insert 
in  the  spaces  provided. 

No  "Dear  Sirs"  or  "Yours  very  trulys"  are  necessary.  Simply 
give  the  typist  what  is  needed  to  fill  in  the  letter-head,  dictate  a 
simple  statement  of  your  letter,  and  you  are  through. 

E  P  Cramer 
Manager — ^Better  Letters  Bureau 


INDEX 


Address,  envelope,  462-463 
Address,  introductory,  457-463 
Adjustment   Letters 
Classification : 

( 1 )  House  at  fault,  claim  granted, 
378-381 

(2)  Customer  at  fault,  claim  grant- 
ed, 381-385 

(3)  Customer    at    fault,    claim    re- 
fused,  383-390 

(4)  Fault     undetermined,     decision 
withheld,  390-391 

(5)  Fault       undetermined,        claim 
granted,  391 

Routine,  392-393 

Written    before    complaint    is    lodged, 

393-395 

Agent,   advertisement  assisting,  316-317 
Appetite,  appeal  to  instinct  of,   184-185 
Application,  Letter  of,  330-335 
Arrangement  of  selling  appeal,  see  "Sell- 
ing appeal,  arrangement  of" 
Association  of  Ideas,  46 
Attention,   how  to  attract,   46,    119-120, 
128-131,  143-144,  157-159 

Bank,  letters  to,  301-303 
Beginning 

attention-getting  devices,  157,  159 

Catchlines,  157-159 

Classified  according  to  sentence  struc- 
ture, 161-164 

Display  head,   159 

Effective  because  definite,  160-161 

Effective  because  selling  appeal  is  from 
standpoint  of  prospect,  161 

Examples   of   effective  and  ineffective, 
129-130 

Four  steps  of  deliberation  in  relation 
to,   128-129 

Ineffective,  159-160 

In  Reason  Why  appeal,   128-131 

In  Short  Circuit  appeal,  143-144 


Beginning   (continued) 

Principles    underlying    effective,    119- 

120 

Belief,  awakening,  120-121,  174-179 
Body  of  Letter,  464 
Booklets 

Employment     of     in     adjusting     com- 
plaints, 377 
Letter  aimed  at  securing  request  for, 

232 

Brevity,  438 
Business  slogans,  examples  of,  35-36 

Catchlines,  157-159 

Cause  to  Result,  selling  appeal  developed 

from,  240-244 
Central  selling  Point 

Business  slogans  built  around,  36 
Development  of  by  Description  and  Ex- 
planation, 169-170 
Examples  showing  development  of,  98- 

99,   105-106 

How7  to  determine  upon,  35 
In  Reason  Why  appeal,  132-135 
In  Short  Circuit  appeal,  144-145 
Kinds  of,  36 
Limiting  each  selling  argument  to  one, 

37-38,  39-40 

Principles  underlying  effective,  35-41 
Relation  of  to  Proof,  135-136 
Should  match  needs  of  prospect,  99 
Standard   of   Comparison   based   upon. 

95-96 
Summing  up  of  in  Clincher,  140,  228- 

230 

Choice  of  the  appeal,  111-116 
Clearness,  438-440 
Climax,  see  "Clincher" 
Clincher 
Elements  of 

( 1 )    Sum  of  persuasively  central  sell- 
ing point,   228-230 


471 


472 


INDEX 


Clincher   ( con  tin  u  ed ) 

(2)  Make    it    easy    for    prospect    to 
order,  139,  230-232 

(3)  Employ    p8ychological    urge    to 
"do  it  now,"  232-235 

In  Reason  Why  appeal,  139-140 
In  Short  Circuit  appeal,  146-147 
Laws  of  Suggestion  applicable  to,  70-72 
Negative    Suggestion   lessens   effective- 
ness of,  235 

Principles  underlying,  127,  227-235 
Collection  Letters 

Application  in  detail  of  principles  un- 
derlying writing  of  effective,  415— 
434 

Elements,  420-426 
Four  letters  of  series,  417-420 
Letters    collecting    petty     accounts, 

430-434 

Letters  sent  out  by  retail  stores,  430 
Policy  of  prompt  collection,  415-416, 

426-427 
Retaining     good-will     of     customer, 

416-417 

Sales  Talk,  428^130 
Taking  drastic  steps  to  collect,  427- 

428 
Comparison 

Development  by,  287-288 

Employed  in  appeal  by  Suggestion,  62- 

65 

Parallel  development  by,  249-252 
Standard  of  necessary  in  Reason  Why 

appeal,  95 
Competition,  usuaHy  necessitates  use  of 

Reason  Why  appeal,  1 14 
Complaint  letters,  see  "Adjustment  Let- 
ters" 

Complimentary  close,   of   letter,  464-465 
Concern 

Advertisement    emphasizing    character 

of,  311 
Beginning   weakened    by    too    strongly 

emphasizing  interests  of,  128 
Character   of   reflected  in   tone   of   ap- 
peal, 256-260 
Conviction,  development  of  by  Proof,  121- 

122 

Correspondent  supervisors,  means  of  get- 
ting in  touch  with  customers  open 
to,  10 


Courtesy 

In   Adjustment  letters,   373-376 
In  Credit  letters,  408 
In  Everyday   letters,   324-326 
In  Order  Letters,  356-357,  363 
Need  for,  438-440 
Credit 

A  business  asset,  401-403 
Order    letter    written    when    arrange- 
ments are  lacking,  300-367 
Credit  letters 

Application  in  detail  of  principles  un- 
derlying writing  of  effective,  401- 
411 
Asking  for  credit  information,  407- 

409 
Granting  a  request  for  credit,  40fi- 

411 

Refusing  request  for  credit,  404-407 
Credit  Manager,  functions  of,  401-403 
Customer 

Acknowledging   order    from  new,   308- 

369 

Letter  to,  302-303 

Retaining  good-will  of  in  writing  col- 
lection  letters,   416-417 

Dealer 

Advertisement    assisting,    316-317 

As  source  of  information  bearing  upon 

individual  prospect,  9-10 
Bringing   prospect   who  has   made   in- 
quiry in  touch  with,  358-359 
Letter  to,  301 

Means  of  winning  cooperation  of,  8-9 
Special  service  inducements  offered  to, 

219-223 
Deliberation 

Application  of  principles  of  appeal  1  v, 

106-107 
Four   steps  of  in  relation  to  steps  of 

selling  appeal,   127 
Principles  of  appeal  by,  95-107 
When  appeal  by  is  called  for,  111-112 
Demonstration,   letter  aimed  at  securing 

request   for,    231-232 
Description  and   Explanation 

Application  in  detail  of  principles  un- 
derlying effective,    167-188 
By  Make-Up,  168-171 
By  Use,    171-174 


INDEX 


47;] 


Description  and  Explanation    (contd.) 
Direct,   168 

Figures  of  Speech  in,  181-183 
Need      for      avoiding      exaggerated 

claims,  178-179 
Need  for  definite,  174-178 
Use  in  Emotional  appeal,  183,  186 
In  developing  each  of  first  three  steps 

of  Deliberative  Process,  131-132 
In   Reason  Why  appeal,  132-135 
In  Short  Circuit  appeal,  144-145,  147- 

152,   183-188 
Desire,     awakening,     120-121,     144-145, 

172-174 

Discount,  offer  of,  as  an  Inducement,  213 
Display  Head,  159 

Economy,  as  a  selling  point,  36-37 
Education 

Advertisement  devoted  to,  311-316 
Circumstances  calling  for  employment 

of,    100-102 
Examples,  102-104 
"Emotional"   Tone,  264-266 
Emotions 
Defined,  47 
Effect  of  pleasing,  and  of  displeasing, 

47-48 

How  awakened,  47 
Memory  suggesting  must  be  vital,  59- 

60 

Short  Circuit  appeal  to,  149-152 
Endurance,  as  central  selling  point,   169 
Envelope  address,  462-463 
Everyday  Letters 

Advancing  arguments,  324-326 
Avoiding  hackneyed   expressions,   323- 

324 

Emphasizing  service,  324-326 
Expressing  courtesy,  324-326 
Tone  of,  323,  326 
"Everyday"  tone,  261-263 
"Exclusive"  tone,  271-273 
Exhibition,   inviting  prospect  to  attend, 

304-305 
Exhortation,    Short    Circuit    appeal    by, 

149-150 
Experience  of  User,  development  by,  252- 

253 

Explanation,    see   "Description    and    Ex- 
planation" 


Figures  of  Speech,  181-183 
Follow-Up  Letters 

Application  in  detail  of  principles  un- 
derlying writing  of  effective,  277- 
296 

Continuous,  278-279 
Wear-Out,  278 
Form  letters,  used  in  answering  inquiries, 

355-356 

Form  paragraphs,  448-449 
Fusion,  Law  of,  62-65 

General   to    Particular,   development    by, 

244-246,  280,  282-283,  285-286 
Guarantee,  as  method  of  Proof,   195-196 
Hackneyed  expressions 

In  Adjustment  letters,  397 

In  Inquiry  letters,  340 

In  Order  letters,  357,  362-363 

List  of,  443-446 
Heading  of  letter,  455-456 
Historic  interest,  23-24 
House    Instructions    to    correspondents, 
437-449 

Brevity,  438 

Clearness,  438,  439-440 

Courtesy,  438,  440 

Hackneyed  expressions,  443-446 

Honesty,  438,  441 

Human  Interest  appeal,  see  "Short  Cir- 
cuit appeal" 

Imagination,  25-31 
Indenting,  of  letter,  454 
Inducement 

Application  in  detail  of  principles  un- 
derlying effective,   213-223 
Payment  on  easy  terms,  217-219 
Reduction  in  purchase  price,  213-217 
Special  service,  219-223 
In  Reason  Why  appeal,  138-139 
In  Short  Circuit  appeal,  146 
Principles  underlying,  123 
Inquiry,  letters  of 
Brevity,  339 
Definiteness,  339 
Elements  of,  340 
Examples  of,  340 
Limits    placed    upon    explanation    in, 

340-341 
"Reason  Why"  element  in,  342-343 


474 


INDEX 


Installment,  payments,  as  an  Inducement, 

217 
Instincts 

Discussion  of  various 

Acquisitiveness,   82 

Cleanliness,  82 

Comfort,  82 

Competition,  80 

Constructiveness,  83 

Curiosity,  82 

Devotion,  80 

Fearing,  79 

Feeding,  79 

Fighting,  80 

Imitation,  81 

Ornamentation,  82 

Play,  82 

Pride,  82 

Social,  80-81 

Sympathy,  83 
Examples  of  appeal  to  various 

Ambition,  87-88,  89 

Cleanliness,  83-84 

Exelusiveness,  87 

Fear,  87-88,  89-92 

Feeding,  86-87 

Health,  86-87 

Mother  love,  85 

Parental  love,  84 

Pride,  83 
Means  of  facilitating  response  to,  70- 

72 

Introduction,   letter   of,   328-330 
Introductory  address,  of  letter,  457-463 

Jobber,  letter  to,  299 

Law  of  Fusion,  62-65 
Long   Circuit  appeal,   see   "Reason   Why 
appeal" 

Mailing  List,  sources  for  compiling,  293- 

295 

Make-Up  of  the  Letter,  453-469 
Memories 

Individual,  46 

Racial,  52-55 

Narrative,  development  by,  253-256 
Negative  Suggestion 
In  Clincher,  235 


Negative  Suggestion   (continued) 
In  Credit  letters,  408 
In  Inquiry  letters,  342 
In  Order  letters,  364 
Necessity  of  avoiding,  67 
Opens  opposing  lines  of  action,  49 

Office  correspondence,  447,  469 
Order    Letters,   application    in   detail    of 
principles    underlying    writing    of 
effective,  347-309 
(1)    Written  by  Buyer,  347-351 
Asking  price  quotations,  350 
Giving  notification  of  error,  351 
Making  inquiry,  351 
Ordering  goods,  347-350 
v    (2)    Written  by  Seller,  353-369 

Answering   inquiries   that   may   lead 

to  orders,  356-362 

Letters  acknowledging.an  order,  362- 
369 

Parallel  development  by  comparison,  249- 

252 
Payment 

On   easy    terms,   as   Inducement,   217- 

219 
Stating  terms  of  in  Order  letter.  348- 

350 
Performance,   record  of,   as   Proof,    191- 

192 

Personal  Information,  letters  of,  appli- 
cation in  detail  of  principles  un- 
derlying writing  of  effective,  329- 
336 

Application,  330-335 
Introduction,  329-330 
Recommendation,  336 
Reference,  335 

"Personal  Plus"  tone,  268-269 
"Personal"   tone,   266-268 
Persuasion 

Application  in  detail  of  principles  un- 
derlying effective,  203-209 
In  Reason  Why  appeal,  137-138 
In  Short  Circui;  appeal,  146 
Principles  underlying,   122-123 
Petty  accounts,  collection  of,  430-434 
Postcards,   use  of   in   acknowledging   or- 
ders, 365 

Predicament  to  Remedy,  development  by, 
243-244 


INDEX 


475 


Price 

Asking  quotations   as   to,   350 

Bearing  of  on  selection  of  appeal, 
114 

Reduction  in,  213-217 
Product 

Assembling  information  concerning,  19- 
31 

Beginning  weakened  by  too  strongly 
emphasizing,  128 

Causing  pleasing  feelings  aroused  by 
Suggestion  to  be  attached  to,  62- 
66 

Causing  prospect  to  associate  with  his 
dajly  life,  60 

Clincher  appeal  in  selling  expensive, 
231-232 

Description  and  Explanation  employed 
in  telling  about,  167-188 

Nature  of  determines  selection  of  ap- 
peal, 111-112 

Words  employed  vary  according  to  na- 
ture of,  260 
Proof 

Advertisement  devoted  to,  136-137 

Application  in  detail  of  principles  un- 
derlying effective,  191-200 
By  Guarantee,  or  Money  Back,  Offer, 

195-196 
By    List,    or    Experience,    of    Users, 

192-195 

By  Record  of  Performance,   191-192 
By  Test,  196 

In  eac'ii  of  first  three  steps  of  Delib- 
erative Process,  131-132 

In  Reason  Why  appeal,  135-136 

In  Short-Circuit  appeal,  145 

Relation   of  Central   Selling   Point  to, 

135-136 
Prospect 

Acquiring  information  concerning,  9-10 

Information  likely  to  be  of  interest  to, 
20 

Memory  of  awakened  by  Suggestion 
must  be  vital,  59-60 

Memory  awakened  by  Suggestion 
should  parallel  experience  of,  61 

Needs  and  desires  of  shape  selling  ap- 
peal, 5-6,  35,  96-100,  161,  203 

Shaping  selling  appeal  to  meet  needs 
of  given  class  of,  11-14 


Prospect  (continued) 

Words  employed  should  be  in  keeping 

with,  260 
Psychological    urge,    72,    139-140,    232- 

235 

Quotations,  asking  for  price,  350 

Reason  Why  appeal 

Deliberative   Process  as   basis  of,   95- 

107 

Elements  of,   127-140 
Examples,   106-107,   113 
Nature    of    Product    determines    selec- 
tion of,   111-112 
Recommendation,  letter  of,  336 
"Reference,  letter  of,  335 
Repetition,  force  of  in   removing  oppos- 
ing ideas,  69-70 
Result  to   Cause,   Development  by,   240- 

244 
Retail  stores,  collection  letters  sent  out 

by,  430 
Routine  letters,  see  Everyday  letters 

Sales  Talk 

In  Adjustment  letters,  395-396 

In  Collection  letters,  428-430 

In  Order  letters,  357 
Salesmen 

Letter  paving  way  for  visit  of,  306 

Letter  to,  300-301 

Letter   to   jobber's,   299 

Relation   of   to   correspondents,    8 
Salutation,  of  letter,  463-464 
Second  Sheets,  means  of  identifying,  461 
Selling  Appeal 

Arrangement  of,  239-256 

Choice  of,  111 

Means    of    testing    pulling    power    of> 
295-296 

Steps  of,  119 

Senses,  Short  Circuit  appeal  to,  147-149 
Service 

Emphasized   in   Everyday   letter,   324- 
326 

Emphasized    in   Order   letter,    364-365 

Special,  as  Inducement,  219-223 
Shipment 

Giving  details  of  in  Order  letter,  348- 
349 

Making  inquiry  concerning  early,  351 


476 


INDEX 


Short  Circuit  appeal 

Appeal  to  emotions,  14§-152 
Appeal  to  senses,  147-149 
Elements  of  selling  appeal  in  their  ap- 
plication  to,   143-154 
Examples,  113,  153-154 
List  of  products  that  can  be  sold  by, 

111-112 
Suggestive    Process    as    basis    of,    45- 

75 

Signature,  465-467 
"Slangy"  tone,  269-270 
Slang,     indiscriminate     use     of     to     be 

avoided,    100 
Spacing,  of  letter,  454 
Striking  Example,  development  by,  246-* 

249 

Subconscious  mind,  46 
Suggestion 

Application  of  Principles  of  appeal  by, 

59-75 

Examples,  49-51 

Negative,  see  "Negative  Suggestion" 
Principles  of  appeal  by,  45-55 
Products  that  can  be  sold  through  ap- 
peal by, '111-11 2 

Tact 

Benefits  gained  by,  325 

In  Adjustment  letters,  376-377 

In  Credit  letters,  406 

In  Order  letters,  360-361 
Test,  affording  prospect  opportunity  for, 
as  method  of  Proof,  19t> 


Testing    pulling    power    of    appeal,    295- 

296 
Titles,  employed  in  Introductory  address, 

461-462 
Tone,  of  selling  appeal,  259-273 

Avoid  conveying  impression   of  undue 
anxiety  *to  sell,  200-261 

"Emotional"  tone,  264-266 

"Everyday"  tone,  264-266 

Make  tone  authoritative,  201 

"Personal  Plus"  tone,  268-209 

"Personal"  tone,  266-208 

Reflect  character  of  concern,  259-260 

'•Slangy"  tone,  269-270 

Use  words  prospect   is  accustomed  to 
using,  260 

Vary  choice  of  words  with  nature  of 

product,  260 

Trade  name,  advertisement  aimed  at  fix- 
ing in  prospect's  mind,  309-310 


User,  Experience  of,  development  by,  252- 

253 
Users,  List  of,  or  Experience  of,  as  Proof, 

192-195 

Words 

Choice  of  varies  with  nature  of  prod- 
uct, 260 

Selection  of  in  effective  Description  and 
Explanation,  179-181,  180 

That  prospect  is  accustomed  to  using 
are  most  efl'evtive,  200 


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